Insight: 

Every year, 8 million metric tons of plastic enter our oceans, threatening marine life and pushing us toward a future where plastic outweighs fish. If the ocean dies, we die. But adidas and Parley are already fighting back—transforming ocean plastic into high-performance footwear.

Approach: 
To amplify their impact, we must engage the people who care the most—the ones who grew up by the sea, whose identity is tied to their coastlines. The locals. They take pride in their beaches and will protect them if given the right cause.

Concept: 
Using the same process adidas employs to create Parley shoes—turning plastic into thread—we will craft posters of iconic local beaches, woven from plastic collected from those very shores.

By seeing their beloved beach recreated in plastic, locals will grasp the urgency of the issue, learn about the Race Against Plastic, and be inspired to take action—starting with a pair of adidas x Parley shoes, becoming walking ambassadors for change.