NBA and adidas®
Now one person’s recyclable item truly will become another person’s
treasure. EKOCYCLE, an innovative brand initiative developed by global
music artist and producer will.i.am and The Coca-Cola Company, is
introducing new apparel and lifestyle products that make a compelling
fashion statement while promoting environmental responsibility.
The expansion of the EKOCYCLE product line coincides with NBA Green Week
presented by Sprint. This effort is focused on reducing the league’s
ecological impact and helping educate basketball fans around the globe
about the importance of environmental protection.
A new brand partnership between EKOCYCLE and the NBA makes the league’s
Green Week a perfect time to debut the latest items that use recycled
waste to make everyday products and clothing. Tipping it off, EKOCYCLE
will be celebrated at STAPLES Center during the nationally televised
Sunday, April 7 game between the Los Angeles Clippers and the Los
Angeles Lakers, which begins at 12:30 p.m. PST on ABC.
“We’re putting the spotlight on our new EKOCYCLE brand partner, adidas,
and celebrating all of our more sustainable products during Green Week,”
said will.i.am. “Together EKOCYCLE and the NBA can help further the
belief that waste is only waste if we waste it, while playing a positive
role in shifting behavior to reuse, recycle and reduce waste.”
With a shared interest in making a positive impact on our world, The
Coca-Cola Company and will.i.am have come together to create EKOCYCLE.
By educating people about the role of recycling in their lives, EKOCYCLE
hopes to inspire a global social movement around recycling and making
more sustainable purchasing choices. EKOCYCLE repurposes items such as
plastic bottles for use as recycled content in fashion-forward lifestyle
products through the help of today’s biggest trendsetters and brands. To
further reinforce The Coca-Cola Company’s commitment to promoting
recycling, the Coke® brand name – spelled backwards, “EKOC” – is
embedded into the EKOCYCLE moniker.
“EKOCYCLE brings together strong brands and a cultural icon to engage
people in an important sustainability initiative,” said Bea Perez, Chief
Sustainability Officer, The Coca-Cola Company. “EKOCYCLE encourages
recycling by innovatively transforming recycled materials into
attractive products. It’s a journey that presents a win-win proposition.”
Supporting the EKOCYCLE activation during NBA Green Week presented by
Sprint, AEG, owners of STAPLES Center, and their recycling partners,
Waste Management, have created a fan activation experience outside the
arena along Chick Hearn Court and in Nokia Plaza at L.A. LIVE. Two Waste
Management natural-gas powered trucks featuring custom EKOCYCLE
graphics, along with representatives from several non-profit
organizations, will encourage and educate fans to recycle. Waste
Management's green trucks will be onsite for the duration of the game.
Representing North America's largest recycler, these two Waste
Management trucks will also serve as rolling reminders about the
importance of recycling as they traverse the streets of Los Angeles
A full line of apparel and lifestyle items promoting environmental
responsibility are among the latest offerings from EKOCYCLE:
adidas – A limited-edition adidas Feel Good® Tee
features a custom EKOCYCLE Glyph pattern along with the legendary
adidas stripe logo and the official NBA logo. The shirt is made with
50 percent rPET and 50 percent organic cotton, with the rPET component
comprised of three assorted recycled PET bottles. It retails for $36
and will be available in limited quantities beginning April 7 during
the Clippers-Lakers game at the TEAM LA store in STAPLES Center and
other TEAM LA locations at L.A. LIVE. The tee can also be purchased
online at adidas.com, coca-colastore.com and nbastore.com.
Levi’s® – The limited edition Levi’s 501® Waste<less™>
Beats by Dr. Dre® - Beats Studio® headphones are
precision engineered to reveal the full emotion of your music. Through
EKOCYCLE, Beats delivers exceptional sound, and a full 31 percent of
the product is made using materials that would have otherwise been
wasted, including three assorted recycled PET plastic bottles. The
EKOCYCLE Studio headphone also offers an online digital user manual
rather than including paper materials in the packaging. Beats Studio
headphones are available at beatsbydre.com, amazon.com and
New Era® – The 59FIFTY® cap is New Era's signature
fitted, structured cap with a flat visor that has the ability to
curve. The 9FIFTY™ Strapback is a throwback style with fabric strap
closure with a metal buckle that allows for a fashionable, adjustable
fit. Made with 42 percent post-consumer recycled materials, including
one recycled PET bottle, each hat is available in S/M and M/L.
Beginning in June, the caps can be found at New Era Flagship stores
across the country, newera.com and coca-colastores.com.
Other selections in the EKOCYCLE line include boardshorts and T-shirts
from brand partner RVCA and luxury bags from brand partner MCM,
which will be available later this year.
In addition to EKOCYCLE products being available online and at select
retail outlets, social media-savvy fans can win sustainable merchandise
signed by will.i.am and NBA players. A Twitter contest, which takes
place on April 5, gives fans a chance to win EKOCYCLE, NBA and adidas
products by using the hashtag #NBAEKOCYCLE to answer trivia questions.
To learn more about the EKOCYCLE brand initiative and shop for EKOCYCLE
products visit EKOCYCLE.com.
EKOCYCLE can also be found on Facebook
A multi-faceted entertainer, creative innovator and philanthropist,
will.i.am is best known for his work with The Black Eyed Peas, who have
sold 33 million albums and 58 million singles worldwide. will.i.am’s
upcoming solo cd, #willpower on Interscope Records, is scheduled for
release on April 23, 2013. The first two singles released from his
upcoming solo cd include worldwide platinum hit “This is Love” featuring
Eva Simons, and “Scream & Shout” featuring Britney Spears that shot to
number one on the iTunes single chart and to top three on Billboard’s
Hot 100 chart. As a producer, will.i.am has worked with some of the
music industry’s biggest names including Michael Jackson, Rihanna,
Usher, Nicki Minaj, Britney Spears, David Guetta, and film composer Hans
Zimmer. will.i.am is the recipient of multiple Grammy Awards, a Latin
Grammy Award, an Emmy Award, two NAACP Image Awards, the BMI President’s
Award and a 2008 Webby Award. will.i.am's i.am angel foundation (www.iamangelfoundation.org)
supports young people through programs focused on education, activities
that build STEAM (science, technology, engineering, arts and math)
skills and college scholarship assistance. The foundation also operates
a mortgage relief program and financial literacy workshops.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still
brands. Led by Coca-Cola, the world's most valuable brand, our Company's
portfolio features 16 billion-dollar brands including Diet Coke, Fanta,
Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply,
Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through
the world's largest beverage distribution system, consumers in more than
200 countries enjoy our beverages at a rate of more than 1.8 billion
servings a day. With an enduring commitment to building sustainable
communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our
bottling partners, we rank among the world's top 10 private employers
with more than 700,000 system associates. For more information, visit
Coca-Cola Journey at www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo
or check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com.
The NBA is a global sports and media business built around three
professional sports leagues: the National Basketball Association, the
Women’s National Basketball Association, and the NBA Development League.
The league has established a major international presence with games and
programming in 215 countries and territories in 47 languages and NBA
merchandise for sale in more than 125,000 stores in 100 countries on 6
continents. NBA rosters currently feature 85 international players from
36 countries and territories. The NBA’s digital assets include NBA TV,
which is available in more than 61 million U.S. homes, and NBA.com,
which averages more than 42 million page views per day, more than half
of which originate from outside of North America. The NBA is the No. 1
professional sports league on social media, with more than 365 million
fans and followers globally across all league, team, and player
platforms. Through NBA Cares, the league and its teams and players have
donated more than $210 million to charity, completed more than 2.3
million hours of hands-on community service, and created more than 760
places where kids and families can live, learn, or play.
adidas has been providing innovative products for the world’s best
athletes for more than 50 years, from past legends to today’s
superstars, such as Derrick Rose, Dwight Howard and Candace Parker. On
April 11, 2006 adidas and the National Basketball Association signed an
11-year global merchandising partnership making the adidas brand the
official uniform and apparel provider for the NBA, the Women’s National
Basketball Association (WNBA) and the NBA Development League (D-League)
beginning with the 2006-07 NBA season.
For more information, visit news.adidas.com,
Basketball Facebook page, www.adidasbasketball.com,
About The Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool.
Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have
become the most recognizable and imitated clothing in the world –
capturing the imagination and loyalty of people for generations. Today,
the Levi’s® brand portfolio continues to evolve through a relentless
pioneering and innovative spirit that is unparalleled in the apparel
industry. Our range of leading jeanswear and accessories are available
in more than 110 countries, allowing individuals around the world to
express their personal style. For more information about the Levi’s®
brand, its products and stores, please visit levi.com.
About Beats by Dr. Dre®
Established in 2008 as the brainchild of legendary artist and producer
Dr. Dre and Chairman of Interscope Geffen A&M Records Jimmy Iovine,
Beats Electronics is the parent company of the Beats by Dr. Dre®
line of high-quality headphones, BeatsAudio™ HD-sound systems, and the
MOG digital music service. The company’s mission is to build quality
music experiences for all elements of the digital music
ecosystem—including headphones, devices and services – so that fans can
hear music the way artists intended it to sound in the studio. This
includes partnerships with computer manufacturer HP, automotive
manufacturer Chrysler Group and mobile phone manufacturer HTC Mobile.
Led by CEO Jimmy lovine and President & COO Luke Wood, Beats Electronics
is based in Santa Monica, CA. For more information, please visit http://beatsbydre.com.
About New Era®
New Era is an international lifestyle brand with an authentic sports
heritage that dates back over 90 years. The brand is best known for
being the official on-field cap for Major League Baseball and the
official cap for the National Football League. New Era is the brand of
choice not only for its headwear collections, but also for its
accessories and apparel lines for men, women and youth. The brand is
worn as a symbol of self-expression by athletes, artists and some of the
most interesting people around the globe. New Era encourages people to
“FLY YOUR OWN FLAG®” - to truly express their personal style and
individuality through its products. The Company is headquartered in
Buffalo, N.Y. and operates facilities in Canada, Europe, Brazil, Japan
and Hong Kong. For more information, visit www.neweracap.com.
Born during the heydays of Munich, MCM embodies the rebellious yet
sophisticated, and culturally rich spirit of the city. A long-time
favourite of international royalty, celebrities and VIPs, MCM draws on
its tradition of prestige and quality. The brand has inherited the
notion of revolutionized travel that stems from the 1900s, thus the logo
symbolizes 1900 in Roman numerals.
MCM continues to be the pioneer of the market by continuously evolving
with clever designs, durable materials, and delivering versatile styles
to suit every need. Bag styles run from classic black and tan to
statement-making models in strong colours. The brand offers
sophisticated handbags, practical and stylish luggage, functional
business bags and trendy small leather goods, all crafted from materials
such as leather, fabric and exotic skins.
MCM has boutiques in major cities such as Athens, Berlin, Düsseldorf,
London, New York, Beijing, Shanghai, Hong Kong and Seoul. The brand is
also sold by prestigious retailers in key markets including the US, the
UK, Dubai, Italy, and Russia.
RVCA is the brainchild of company founder and president, PM Tenore.
Transcending the boundaries of traditional action sports apparel, RVCA
is a design-driven lifestyle brand free from passing trends. Appearing
as a natural on the shelves of boutiques such as those of a local skate
shop, RVCA is brought together by a group of like-minded individuals
from various subcultures, a collaboration of sorts, a lifestyle within