Culture Shift: Sustainability, Brands & the London Olympics - Alexis Olans

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Major cultural events such as the World Cup, the Oscars or the Olympics offer a unique opportunity for brands, media and other stakeholders (from cities to trade associations and NGO's) to collaborate to drive global focus to the needs of a changing world. Leveraging this opportunity to both create needed culture shift and also brand benefit can be a tricky tight rope to walk. In this session, stakeholders who were actively involved in the supporting the greening of the London Olympics discuss the hits and misses from their perspective, drawing out principles for leveraging brand voice to build purposeful attention to important issues while also building brand respect, loyalty and value.

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Culture Shift: Sustainability, Brands & the London Olympics - Alexis Olans

  1. 1. Culture Shift: Sustainability, Brands & theLondon Olympics¡  Alexis Olans, Senior Global Program Manager, adidas Better Place, adidas Sustainable Brands London Conference
  2. 2. ADIDAS &THE SUSTAINABLE GAMESSustainable brands conferenceNovember 2012
  3. 3. “London 2102 is by far the most sustainable approachwe’ve ever taken – not just to the Olympics but to anyglobal event. Every athlete who wears adidas at theGames will wear products with sustainable content.” - Simon Cartwright, VP Olympics
  4. 4. CORPORATE Need Environmental strategy slide! (picture of grass and wheels in a cog)OBJECTIVES HD Jour Fixe 3/7/12 3
  5. 5. CORPORATEOBJECTIVES HD Jour Fixe 3/7/12 4
  6. 6. 90% of all Olympic articlesdesigned + developed with sustainable content 100% volunteer kit 100% athlete village wear 100% torchwear >70% on-field athlete wear HD Jour Fixe 3/7/12 5
  7. 7. LONDON VOLUNTEERSBuilding with SUSTAINABLE MATERIALS: 100% rPES Games Makers Jacket 100% rPES Polo top 100% rPET water bottle rPES multi-function bag + pant + cap Organic cotton socks Highly sustainable Footwear HD Jour Fixe 3/7/12 6
  8. 8. USING BESPOKETO IMPROVE IN-RANGE FLUID TRAINER PATTERN: >70% efficiency UPPER: >50% recycled MID& OUTSOLE: 10% recycled SOCKLINER: 20% recycled REUSED toolings 70K London Volunteers wore the Fluid Trainer HD Jour Fixe 3/7/12 7
  9. 9. Linking once-in-a-lifetime olympicsTo all seasonSustainable performance at the nba30% less WeightImproved 4 way streatchDries 2x faster64% rec. PES HD Jour Fixe 3/7/12 8
  10. 10. RAISINGCONSUMERAWARENESS HD Jour Fixe 3/7/12 9
  11. 11. PRESENTINGSUSTAINABLEINNOVATION HD Jour Fixe 3/7/12 10
  12. 12. LESSONSLEARNED From london 2012: Pay attention to horizontal coordination Discussion of sustainability is PRE-games Attendees do not “discover on their own” HD Jour Fixe 3/7/12 11
  13. 13. EXPECTATIONSOFFUTURE EVENTS Expectations Sustainability Trend: increased breadth and depth topic now seems“required” for hosts Proactive action expected from sponsors HD Jour Fixe 3/7/12 12
  14. 14. Thank you Alexis olans Alexis.olans@adidas.comGlobal program manager, adidas better place HD Jour Fixe 3/7/12 13

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