From the Sector

adidas announced its latest edition of Move For The Planet - the annual initiative that focuses on making sports facilities more resilient against extreme weather conditions, across the globe. By inspiring everyday athletes to track movement, funds are raised to help deliver sustainability education and help improve the places that sport is played.

For every ten minutes of relevant activity logged in the adidas Running app – or, for the first time, Strava - between 12th-25th May, adidas will donate €1 - up to a total of €1.5 million - to several projects across the globe.  Participants can choose from over 100 trackable sports and movements including running, swimming and wheelchair rugby – and add to the 400,000,000 minutes of movement already logged since the initiative began in 2023.

Working with its partners – Common Goal and UN Climate Change - adidas will donate the funds to implement and upgrade infrastructure for communities impacted by extreme weather. This includes weather-resistant facilities – such as water harvesting and purification systems introduced into projects such as United Through Sport in South Africa and waste management processes like the system implemented through Enabling Leadership in India.

The funds raised also provide accessibility to an education platform for global NGOs and organizations, that enable education on more sustainable actions – using the power of sport to help ensure its future in communities. This year, it will directly impact projects such as Girls United in Mexico, El Rio in Colombia, Red Deporte in Spain and United Through Sport in South Africa.

Since its inception, Move For The Planet has helped introduce sustainability education programs to over 8,000 individuals and over 23,000 people have had access to improved sporting facilities across all participating projects.

Ashley Czarnowski, Senior Director, Global Purpose Marketing at adidas said: “We’re delighted to welcome back Move For The Planet for a third year. It’s an extremely important initiative that helps to support sporting communities facing the effects of extreme weather.  With the continued expansion of sports and projects included in Move For The Planet, we can’t wait to see the movement and impact grow even further. This year we are calling for the adidas community to be catalysts for action; motivating the people in their lives to join in and get moving.”

To help inspire more movement, a new roster of global adidas athletes join Move For The Planet for the first time. This will include FIFA World Cup winner Alexis Mac Alister, Downhill Mountain Bike World Cup Champion Valentina Höll, Commonwealth Games gold medallist Ferdinand Omanyala and renowned health and fitness coach Massy Arias. Featuring in a series of short films inspired by their own connection to foundational sporting spaces, each athlete outlines the communities that rely on them, and the role these facilities play for the next generation of athletes.

Rute Caldeira, Head of Impact at Common Goal said: “Move for the Planet exemplifies the power of collaboration in driving the urgent action needed to make sports facilities more resilient. This partnership is invaluable to us, as it combines innovation with impact. Leveraging sports-for-good organizations, deeply rooted in the fabric of their communities, is a game-changing strategy in our approach to this goal. Over the past two years, Move for the Planet has delivered transformative results, enabling real and lasting improvements in some of the most resource-scarce regions of the world. We’re thrilled to continue this vital work into a third year, building a brighter future for the communities who need it most.”

Lindita Xhaferi-Salihu, Sports for Climate Action Lead at UN Climate Change, said: “This partnership aims to strengthen sustainability knowledge and action within the sports community, as it brings together diverse expertise and best practice case studies to sport organizations and sport NGOs. By sharing perspectives, needs and collaborating on solutions, we can drive positive change, strengthen communities, and create lasting impact through sport.”

The Levi’s® brand announced a new campaign with global icon Beyoncé. Following the release of “LEVII’S JEANS” — a track from “COWBOY CARTER,” the critically acclaimed album exploring and redefining Americana — Beyoncé steps into the role of protagonist in “REIIMAGINE,” a campaign inspired by the legacy of the Levi’s® brand and the forward-thinking vision of one of the most influential figures of modern culture, reaffirming the brand’s enduring place at the center of culture.
 
Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the campaign reimagines classic Levi’s® looks and films. In a series of chapters, the new campaign reinterprets several of the Levi’s® brand’s most iconic advertisements, bringing them into the modern era through the transformative vision of celebrated filmmaker Melina Matsoukas. The first film — inspired by “Launderette,” the 1985 ad that famously reignited “I Heard It Through the Grapevine” on the Billboard charts — places Beyoncé center stage and celebrates the Levi’s® brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike.
 
The fully integrated campaign — which will include television, out-of-home, digital, social media, print, brand activations and exclusive products — kicked off with digital projections in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, creating buzz and giving fans a sneak peek into the campaign to come. On September 30, high-impact out-of-home is launching around the world to inaugurate the Levi’s® and Beyoncé campaign.

adidas unveils its new campaign to celebrate the FIFA Women’s World Cup Australia & New Zealand 2023™. The campaign is dedicated to next gen icons Alessia Russo, Lena Oberdorf and Mary Fowler and looks to drive more global attention for the game and inspire other young women and girls to follow in their footsteps.

Marking adidas’ most impactful Women’s World Cup campaign to date, the brand unites its global family of football legends and advocates of the women’s game. Headlined by a series of fast-paced films, the campaign welcomes a star-studded line up of David Beckham, Leon Goretzka and Ian Wright, actor and football fan, Jenna Ortega, as well as Argentina’s World Cup hero, Lionel Messi. They come together to celebrate the skills that Russo, Oberdorf and Fowler are renowned for, from vision and interception to power, creativity and accuracy.

The films are part of a new creative proposition from adidas for the upcoming tournament. ‘Play Until They Can’t Look Away’ aims to platform and showcase some of the world’s greatest football players on the biggest stage – whose skills and passion for the game demand global attention and support.

Set against the soundtrack of SL2’s iconic song, On a Ragga Tip, fans see World Cup winner, Lionel Messi, alongside Mary Fowler, guiding both viewers and Jenna Ortega across the world to Fowler’s home country of Australia , with preparations for the biggest women's sporting moment underway.

Meanwhile, David Beckham and Ian Wright, alongside his granddaughter, Women’s Arsenal FC player, Raphaella Wright-Phillips, are unable to look away in a supermarket as Russo spectacularly weaves her way through the narrow aisles, in her own creative fashion. Finally, Goretzka is expertly interrupted while bowling as Oberdorf whizzes around an arcade, powerfully intercepting balls in each scene to achieve a high score of her own.

Paying respect to those who have gone before, the films are also filled with subtle references to memorable moments that football super fans will revel in, including shirt numbers, iconic tournament balls, plus much more.

• World Cotton Day on 7 October Highlights the Importance of Cotton for Development Policy

Bremen - Stemming from a 2019 initiative of the African Cotton-4 countries Benin, Burkina Faso, Chad and Mali, World Cotton Day will take place this year on 7 October. The event is organised by the Geneva-based World Trade Organisation (WTO) and is supported by the Food and Agriculture Organisation of the United Nations (FAO), the United Nations Conference on Trade and Development (UNCTAD), the International Trade Centre (ITC) and the International Cotton Secretariat (ICAC). The Bremen Cotton Exchange is also involved.

“Cotton is often underestimated because it is so natural. Behind it are millions of people, for example many farmers, field workers, employees in ginning factories, logistics providers and traders. We want to honour their achievements,” said the President of the Bremen Cotton Exchange, Stephanie Silber.

According to the WTO, the aim of World Cotton Day is to highlight the global economic importance of cotton and to raise awareness of the raw material by recognising the work of everyone involved in its cultivation, processing and trade. At the same time, within the framework of international cooperation, it is hoped that supporters and investors can be found to aid with technological and economic progress within the cotton value chain.

This time, the entire world cotton community will be involved in World Cotton Day on Wednesday, 7 October 2020. A wide variety of campaigns and events are taking place everywhere to draw attention to the importance of cotton and its possible uses.

Cotton is one of the most relevant agricultural raw materials in the world. Around 26 million tonnes of it are harvested annually. Approximately 150 million people in almost 80 countries around the world live from the cultivation of the natural fibre. A large number of these live in developing countries, where cotton cultivation is of particular importance as a cash crop.

Cotton is known as an agricultural product that is turned into a textile. The raw material is indispensable in fashion and clothing – and has been for thousands of years. But the use of cotton now goes far beyond textiles. For example, cosmetic products such as hand creams and hair shampoo are made from the oil of cotton seeds. The raw material is also used in the manufacture of banknotes, furniture and technical textiles, as well as in medical technology.

Against the background of the current discussion on sustainability and sustainable consumption, the role of natural fibres is becoming even more important. Cotton is biodegradable and a renewable resource. It can be grown again and again in agriculture through cultivation in crop rotation. This secures incomes and enables efficient value creation within the global production and processing chain.

The Bremen Cotton Exchange will actively support World Cotton Day with cross-media coverage. In addition, in time for World Cotton Day, three thematically different, emotionally appealing short films about cotton will be launched. They are aimed at consumers as customers of the textile and clothing trade and provide information about the benefits and properties of cotton and answer questions about its sustainability. In keeping with the times, they will be published via virtual media.