adidas - Run For The Oceans

​Turning movement into a global metric.
adidas and Parley for the Oceans needed to scale their annual "Run for the Oceans" initiative from a niche activism event into a mass-participation global movement. The challenge was to create a unified activation toolkit that would allow markets, communities, and influencers worldwide to participate consistently, while adhering to strict sustainability protocols.

​The Solution
​A zero-waste activation framework.
We developed a comprehensive global toolkit designed to turn awareness into action. The system was built on three core pillars:
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Modular Sustainability: A physical activation guide for events that strictly prohibited single-use materials. We designed modular, reusable event structures and signage systems that could be locally sourced, rented, and recycled—ensuring the event itself didn’t contribute to the problem it was fighting.

​Community Empowerment: A "Captain’s Guide" for running crews and influencers, giving them the tools to host their own micro-events while maintaining global brand consistency.
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The Impact
​Global Scale: The toolkit was adopted by key markets worldwide, including London, New York, Tokyo, and Shanghai.
​Mass Participation: Helped mobilise over 14 million runners to date, logging millions of kilometers.
​Tangible Change: Directly contributed to the removal of millions of plastic bottles from coastal areas through the Parley Ocean School program.