Kicks 4 climate

Problem

In the UK, we own 864 million pairs of shoes and 93 million of these only see the outside world once a month. We discovered that 31% of 18 to 24-year-olds admit they’ve bought a new pair of shoes instead of cleaning up an old pair. The manufacture process of a pair of trainers produces around 14Kg of carbon emissions containing dangerous particulate matter, such as sulphur dioxide. The negative impact these particles have on people’s lungs is heightened during exercise and effects peoples sporting abilities and performance. Therefore, creating an uncertain future for sporting events, such as The Olympic Games.

Insight

‘ Considering 25 billion pairs of shoes were produced worldwide in the last year, immediate action is essential, not optional.’ The most effective way of cutting down the carbon emissions and dangerous particulate matter entering the atmosphere created by the footwear industry is to reduce the amount produced. By producing one less pair of trainers a year, a consumer can reduce their carbon footprint by 1/3 and therefore reduce the dangerous particles entering the atmosphere.

Solution

An out of home guerrilla marketing campaign targeted towards 18–25-year-olds to be launched from the beginning of the 2021 Olympic Games. The campaign will champion wearing your footwear with pride and caring for your shoes instead of purchasing a new pair. The campaign will encourage the target audience to consume one less pair of shoes a year and share images on social media to start a conversation about climate change and carbon emissions, for the future of the Olympic Games.

Social Media Sticker Assets

BEST FOO FO OT FOOT FORWARD