THERE’S a global plastic pollution crisis, and athletic apparel brand adidas is employing some proactive — and profitable — strategies to combat it. In partnership with environmental organisation Parley for the Oceans, adidas commits to Parley’s AIR (Avoid, Intercept, Redesign) strategy. The company avoids single-use plastics, and mobilises troops of environmental warriors worldwide to intercept plastic rubbish along the coastlines, gathering trash to redesign into performance sportswear. Thus far, the collaboration has resulted in annual global marathons on World Oceans Day and a proprietary, eco-innovative material called Parley Ocean Plastic — made from recycled bottles and transformed into adidas x Parley shoes. More than a million pairs of adidas x Parley shoes were sold last year, and adidas gave a $1m donation this year to fund Parley school initiatives. Recognising excellent alignment of commercial success and environmental guardianship, the BV judging panel gives adidas the 2018 award win for Best Brand Activism.