Will.i.am’s brand initiative with Coca-Cola, called EKOCYCLE, is set to introduce some new apparel and lifestyle products that they feel “make a compelling fashion statement while promoting environmental responsibility.”
The expansion of the EKOCYCLE product line coincides with NBA Green Week, presented by Sprint. It’s goal is to reduce the league’s ecological impact and help educate basketball fans around the globe about the importance of environmental protection.
The new items, made of recycled waste, will debut with a celebration at Los Angeles’ STAPLES Center during the nationally televised game on Sunday (April 7) when the Clippers take on the Lakers.
“We’re putting the spotlight on our new EKOCYCLE brand partner, Adidas, and celebrating all of our more sustainable products during Green Week,” said Will.i.am. “Together EKOCYCLE and the NBA can help further the belief that waste is only waste if we waste it, while playing a positive role in shifting behavior to reuse, recycle and reduce waste.”
The full line of its products include a limited Adidas “Feel Good” tee featuring a custom EKOCYCLE Glyph pattern along with the legendary adidas stripe logo and the official NBA logo; limited edition Levi’s 501 Waste
For more info on EKOCYCLE, visit EKOCYCLE.com.