Vibgyor curates pre-hype activation for Adidas

EE News Desk Jun 26, 2018

Adidas recently connected with Vibgyor for the pre-event activation of “Run for the Oceans”- that showcased Adidas UltraBoost Parley- Made with parley ocean plastic: upcycled waste from beaches and coastal communities that is intercepted before it reaches the ocean. The idea behind the unconventional shoe range is to prevent plastic from entering our oceans and to transform it into high-performance sportswear.

Vibgyor curated an eight -week long activation that involved celebrities and influencers from Adidas Runners Community like Anusha Dandekar, Saiyami Kher and other TV celebrities, along with Afroz Shah’s team where they hand-picked plastic waste from Versova beach in Mumbai, as part of a Beach clean-up drive to support #RunForOcean campaign. Afroz Shah-Champions of the Earth awardee, is the founder of the beach clean-up drive in Mumbai. To create hype about the event, Vibgyor executed a van activation for the brand, where Tempo travellers with Adidas Parley branding offered free shuttle service to people from famous touchpoints like Carter road, Versova and Marine drive to the clean-up drive beaches. Adidas also gifted two customised boats to Afroz Shah’s team to support them to clear plastic off the ocean waters. Adidas Runners celebrity team participated in the boat activation to pick out plastic waste from the ocean.

Commenting on the activation, Rohit Arora, Vibgyor’s project head said, “Being born and brought up in Delhi, I was far away from the sad reality of Mumbai beaches- lathered with plastic waste and dirt. Adidas Parley collaboration is a great initiative to help clear the Oceans, and it was an absolute delight to be a part of this world-class experience. My team is proud to have contributed in the super initiative by Adidas Parley.”