Adidas were challenged to promote their sustainability philosophy to the ones who litter their source of life - the Nile. Given that the Nile River is the 5th greatest contributor to the Ocean waste according to UN Environment report in 2018, (2) Egypt has been identified a potential market where adidas can leave a mark – a true opportunity where a huge challenge lied. Bringing its sustainability philosophy to life through the ‘Run for the Oceans’ campaign, a global movement to end marine plastic waste, it was completely irrelevant to Egyptians especially in a country where responsible communication has always adopted mainly societal and health topics rather than environmental, hence, the overall awareness on sustainability issues was almost non-existent.
So not only was it challenging to move Egyptians for our brand and its philosophy, but to also have them ‘'Run for the Oceans’ made our mission impossible. But we had ‘the one brand’ who always believed that ‘impossible is nothing’.