New Balance and Dasani have teamed up to produce a shoe with a brand new sustainability concept. To unveil the shoe called newSKY, the brands rolled out a national program, which encourages increased recycling and features Dasani PlantBottle packaging and New Balance footwear with the headlines ‘Step Up and Recycle’ and ‘A bottle today. A shoe tomorrow. Recycle.’
The campaign created by the Lambesis Agency of San Diego will expand the sustainability and recycling information through in-store materials at New Balance retailers, Dasani retailers, outdoor advertising, as well as online and mobile sweepstakes.
“As part of our greater effort to adopt more sustainable practices, we’ve recently launched ourdistinctive, environmentally responsible newSKY footwear line,” said Wendy Yang, general manager for Wellness at New Balance. “By bringing together newSky and DASANI in PlantBottle packaging, we’re clearly showing people the innovative benefits of recycling on a larger scale.”
Coca-Cola’s Dasani PlantBottle packaging is the first-ever fully recyclable plastic beverage bottle made partially from plants, which the company presented earlier this year. While traditional PET bottles are made from petroleum and other nonrenewable fossil fuels, PlantBottle packaging incorporates a blend of petroleum-based materials with up to 30 percent plant-based materials. Such bottles are easy to recycle and repurpose to make useful products like newSKY footwear.
The upper material of stylish-looking newSKY footwear utilizes 95% post-consumer recycled PET plastic bottles and is adhered to the outsole with water-based glue. The average pair of newSKY uses the equivalent of eight 20-ounce PET bottles. The shoes use less material than traditional New Balance athletic shoes due to upper pattern design. New Balance is also encouraging people to donate their shoes if they don’t wear it anymore.