Client: adidas | Date: June 2022
Run for the Oceans is the global initiative of adidas and the non-profit environmental organization, Parley for the oceans, to combat marine plastic pollution. On 2022, for every 10 active minutes of running that was tracked via the adidas Running app, adidas & Parley cleaned up the equivalent weight of 1 plastic bottle (up to 250,000kg).
For the first time in Greece, The Magic Bus organized & executed a big-scale RFTO activation as the first plastic-free running event, in order to locally join forces and contribute to this global movement. The event included two different routes; 3km & 6km. In order to boost sign-ups & educate the public on adidas’ position towards sustainability, the www.adidasrfto.gr microsite was created which also facilitated the process & handling of the event registrations, successfully reaching a greater audience, raising awareness on the RFTO movement & ensuring high participation. With their registration, all participants were offered an RFTO Running Kit which included a branded eco tote bag, a unique RFTO tee & a metallic bottle in order encourage the elimination of plastics during the event.
In the communication phase of the RFTO campaign, we created video & photo content with the adidas Runners Athens coaching team & also by collaborating with partners with high influence to their audience, in order to secure high participation & contribution to our cause.
Our valuable partners with whom we created personalized videos & photo content were: Akis Partetzikis, Nikolas Plytas, Panos Vlahos, George Lentzas, Klelia Andriolatou, Tonia Sotiropoulou, Lila Baklesi, Costas Spathis, Lydia Papaioannou, Zoi Preari, Panos Dent, Spyros Gianniotis & Xenia Ghali.
More than 700 participants took over Batis Beach, in the southern suburbs of Athens, to contribute on the RFTO Challenge by collecting active minutes, together as one!
The greek Marathon champion, Konstantinos Gkelaouzos, welcomed all participants & adidas coaches warmed-up runners before the start of the two routes. This beautiful event by the seaside was supported by our big sponsors & ended with post-run happenings that included live DJ set by Xenia Ghali, fresh pasta served by Melissa, cold beers by Heineken and ice-cream offered by Chillbox. At the end of the race, all participants were awarded with a unique wooden RFTO medal to keep as a memorabilia