This document outlines a proposal called "project HDPEsa" to address the global environmental issue of high-density polyethylene (HDPE) plastic waste in South Africa by repurposing HDPE plastic bags into size 3 soccer balls for the 2010 FIFA World Cup in South Africa. The project would create the first commercially repurposed soccer ball, restore dignity to African boys, and generate revenue through ball sales that would provide earnings to South African townships. It presents the opportunity to make a positive environmental impact and statements to the world through partnerships between Under Armour, FIFA, South African organizations and brands.

1. TM
Lee “Chappy” Chapman: Chappy@crosscutadvisory.com 917 678 5404
Confidential. Please do not electronically forward or reproduce without consent. © Lee Chapman/Binocular LLC, September 02, 2009.

2. OPPORTUNITY
Create global brand velocity with the largest sports fan base.

3. PROBLEM
HDPE is a global environmental condition of epic proportion.

4. CHALLENGE
Establish 2010 FWC as the ‘green’ legacy for the world to follow.

5. SOLUTION
Access football’s core virtues to allow humans to live better.

6. FIFA REQUIREMENT: THE
‘GREENEST’ FWC EVER
INSIGHT
Society is responsible for creating the ‘community’ of change.

7. + =
IDEA
Repurpose HDPE as the main ingredient for size 3 footballs.

8. OPPORTUNITY
Create the first commercially repurposed and recycled football.

9. Sizes 3
PRODUCT
The ‘Official’ Repurposed Football of the World.
TM

10. CAUSE
Restore pride, dignity and wellbeing to African boys.

11. 16 000 000 , ,
HDPE BAGS REPURPOSED, NOT SOUTH IN AFRICAN IN LANDFILLS
IMPACT
11, June - 11, July 2010.

12. 500 000 ,
REPURPOSED HDPE FOOTBALLS
10 VENUES / 9 HOST CITIES / 64 GAMES / +2,500,000 ATTENDANCE
SALES
If 20% of the expected 2.5MM attendees purchases one ball.

13. $10 000 000 , ,
REVENUE
If 20% of the expected 2.5MM attendees purchases one ball.

14. R16 000 000 , ,
EARNINGS
South African boys and their townships will earn 20% of gross.

15. • project HDPEsa is the initiative to associate with FWC
• project HDPEsa is a sustainable revenue generator
• project HDPEsa will ‘push’ UA Football awareness in new
European and developing markets
• project HDPEsa will increase UA Football presence at FWC
• project HDPEsa will accelerate UA Football affinity with
youth and adolescent targets
• project HDPEsa will ‘level the playing field’ with football’s
global powerhouses - Adidas, Nike, Puma
• project HDPEbr 2014 FWC in Brasil to continue the legacy
UNDER ARMOUR
A goliath opportunity to make a statement to the world.

16. • project HDPEsa can become an extension of the FIFA
charter encouraging Fair Play ‘from pitch to community’
• project HDPEsa furthers the mission of FIFA’s Green Goal
and SALOC’s goal to establish South Africa as a positive
environmental legacy for World Cup
• project HDPEsa is scalable to every country where FIFA
has presence and HDPE is an environmental issue
• project HDPEsa products will create royalty revenue for
FIFA projects, creating an annuity stream
• project HDPEbr 2014 FWC in Brasil to continue the legacy
FIFA
project HDPEsa will help teach FIFA values to a new generation.

17. • project HDPEsa is a pro-commerce community movement
to solve South Africa’s HDPE environmental issues
• project HDPEsa will help train South Africa’s next
generation of men to excel
• project HDPEsa will be the model for the world to follow
• project HDPEsa will help SALOC create a ‘Green Legacy’
• project HDPEsa will help the South African waste
management community aggregate HDPE as plastics
• project HDPEsa will reverse ‘African pessimism’
• project HDPEbr to partner with project HDPEsa for 2014
FWC in Brasil to continue the legacy
SOUTH AFRICA
Demonstrating a culture “alive with possibilities.”

18. SOUTH AFRICAN LOCAL BRANDS
PARTICIPATION
Local business and consumers saving their environment.

19. GLOBAL & NA BRANDS
PARTICIPATION
The largest companies in the world can solve world issues.

20. Lee “Chappy” Chapman
(Principal of Crosscut Advisory) has been instrumental in helping some of the largest
agency brands reinvent and build "best in class" Account Planning and Strategy
departments. His strategies and experience have supported numerous campaigns
that have received Effie, Addy, Pencil, and Lion awards.
He has held senior and executive brand strategy and account planning positions with
Translation, Grey, M&C Saatchi, Saatchi & Saatchi, and BBDO. He has also worked
for BBH, and J. Walter Thompson designing communication and brand strategies
for global Masterbrands including Guinness, Red Stripe, Harp, Mountain Dew, Pepsi,
Callaway Golf, Converse, Pantene , Oral B, Clairol, CoverGirl, Hugo Boss, Financial
Times, Doritos, Travelex, NYSE, Reebok, McDonald’s, Yum! Brands, Target, State
Farm, Altoids, Frito-Lay, Gillette, and SABMiller.
Previously Chappy worked in capital markets in investment banking and private equity
as securities analyst where he specialized in Emerging, Distressed and Alternative
Investments. Chappy created the first African American-owned brewing company in
2000, has advised several start-up brands, and has been a guest and panel speaker
for industry organizations and the 2009 Clio Awards. He is the founder of
Binocular, LLC an ideas production house that currently has 2 of 8 concepts in
development.
BIO
Proven strategic initiatives that yield market success.

21. THANK YOU