Olympic “I’m From Earth” T-shirts
22 August 2008Coca-Cola has given every Olympian at the Beijing 2008 Olympic Games a special “I’m from Earth” Coke T-shirt. The shirts are made from a blend of cotton and recycled PET (the plastic used in our bottles).
The “I’m from Earth” slogan stands for two things: the effort to conserve the planet’s resources and the Olympic message of unity.
The shirts have been made exclusively for the competitors and attending staff from all participating national teams. We created T-shirts for the approximately 15,000 athletes, coaches and other team officials participating in the Olympic Games (August 8-24).
The estimated 7,000 athletes and coaches who will take part in the Paralympic Games (September 6-17), also in Beijing, will receive “I’m from Earth” sun visors made using recycled PET.
We made the commemorative shirts to raise awareness about the many ways plastic beverage bottles can be reused. On the back of the T-shirts is an image of five Coca-Cola contour bottles — that’s the “5 Inside” symbol (because five PET bottles were used in each finished T-shirt). With recycled PET items produced for roughly 22,000 athletes, coaches and other team officials participating in the Olympic Games and Paralympic Games, the reclamation effort kept more than 85,000 plastic bottles out of the waste stream. That figure jumps to more than 200,000 plastic bottles – weighing roughly 6 tons – reclaimed when the production of apparel for Coca-Cola staff is also considered.
Beyond those infrastructural enhancements, one very custom-made T-shirt order was filled, to fit China’s 7-foot-6 (2.29-meter) Olympic basketball hero, Yao Ming.
The T-shirt back and visor band also feature the new “Live Positively” mantra created by Coca-Cola – a public manifestation of the Company’s philosophical approach to building sustainable communities, through initiatives that protect the environment, conserve resources and enhance the economic development of the communities where it operates. The Live Positively concept grew from the recognition that sustainable growth for The Coca-Cola Company is integrally connected to both its business and its marketing success, as well as its societal role.
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