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.
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