Adidas Took Sustainability Seriously

You know how every step you take while running brings you closer to your goal?

Now imagine if each step also helped clean the ocean.

That’s exactly what Adidas did with the Run for the Oceans campaign.

Plastic waste is everywhere, even in the deepest parts of the ocean. But instead of just talking about the problem, Adidas turned running into a real solution.

Every mile tracked meant money donated to fight plastic pollution.

Millions of runners, millions of dollars raised.

So, how did Adidas make all this happen?

Let's dive in!

Campaign Overview

• Campaign Name: Run for the Oceans

• Campaign Dates: Launched in 2017, repeated annually

• Industry: Sportswear & Sustainability

• Target Audience: Runners, fitness enthusiasts, and environmentally conscious consumers

The Run for the Oceans campaign was a way for Adidas to help clean the ocean while encouraging people to stay active. They teamed up with Parley for the Oceans, a group that works to stop plastic pollution in the sea.

They wanted to show that small actions like running could make a big difference.

Adidas promised to donate money for every kilometer people ran.

Whoever participated in the event had to use the Adidas Running app (formerly called Runtastic) to track runs. The app counted the runs anytime someone ran toward Adidas’ donation to Parley. The more people ran, the more Adidas donated.

And this is how both brands promote the campaign on their websites.

Adidas:

Parley:

To take things further, Adidas also made shoes from ocean plastic.

They took plastic waste from the ocean, turned it into yarn, and used it to make high-performance running shoes.

That showed that Adidas was doing something about sustainability.

Many brands talk about saving the planet, but Adidas linked action with results. They didn’t ask people to donate money or sign a petition.

Instead, they made it fun and easy for anyone to contribute just by running. This blend of fitness, technology, and a real-world cause elevated the campaign.

Campaign Objectives

Adidas had a clear mission before it even launched the campaign.

It is to inspire people to take action against ocean plastic pollution. They mixed fitness, technology, and social good to achieve four key objectives:

1. Raise Awareness About Ocean Plastic Pollution

Most people didn’t realize how serious the plastic problem was.

Adidas used this campaign to educate runners and the general public about how millions of tons of plastic end up in the ocean every year.

They shared shocking facts, videos, and social media posts to grab attention and educate people on why this issue matters.

2. Encourage People to Take Action

Instead of spreading awareness, Adidas wanted people to help the cause.

By making running the main activity, they turned an everyday habit into a way to create change. People didn’t need to donate money or sign up for a complicated program.

All they had to do was run and track their distance in the Adidas Running app.

3. Strengthen Brand Loyalty

Adidas wanted to show that they also cared about the planet.

By taking a strong stand on sustainability, Adidas built a deeper connection with environmentally conscious consumers.

Runners who cared about the environment were more likely to support Adidas over competitors because of their commitment to reducing plastic waste.

4. Promote Eco-Friendly Adidas Products

The campaign also wanted to drive interest in Adidas’ sustainable products, especially their Parley collection, a line of shoes made from recycled ocean plastic.

By linking the campaign to these products, Adidas showed that they were turning waste into performance gear, making their eco-friendly products more desirable.

All this wasn’t just about selling shoes. It was about building a movement where people felt like they were making a real difference - one run at a time.

Results

• 2018: 
  Nearly one million runners joined worldwide and raised $1 million for Parley for the Oceans. These funds directly supported the education and empowerment of 10,000 youths and their families in coastal areas affected by plastic pollution. It was a part of the Parley Ocean School Program.

• 2019: 
  Participation grew, with over 2.2 million runners logging more than 12.4 million kilometers. This collective effort allowed Adidas to reach its donation goal of $1.5 million and achieve it within the first day.

• 2021: 
  The campaign continued to expand, with over 3 million runners worldwide collectively covering 25.5 million kilometers and raising $2.5 million to support Parley's initiatives and educational programs.

• Since partnering with Parley for the Oceans in 2015, Adidas has produced over 50 million pairs of shoes made with Parley Ocean Plastic, including approximately 18 million pairs in 2021 alone.

• By 2019, 92 schools were enrolled in Parley's educational program, serving as hubs for education and plastic interception within local communities. As a result, 70,000 children and their families have participated in the program.

Conclusion

Adidas built a movement, not just selling shoes. By turning a simple activity like running into a way to fight ocean pollution, they made people feel part of something bigger.

This is the kind of marketing that creates real impact and lasting brand loyalty.

If you want to build campaigns that get people involved, think beyond just selling.

How can you turn everyday actions into something meaningful?
How can you make participation easy and rewarding?

Now, let’s hear from you:

What’s a brand campaign you remember because it made a real impact?