What's Happening?
Hydro Flask, a division of Helen of Troy Limited, has announced a multi-year partnership with Ocean Conservancy to address the global ocean plastic crisis. The initiative, named 'Protect Where We Play,' aims to reduce single-use plastics by engaging athletes,
artists, and fans in community events and educational campaigns. The partnership will focus on reducing plastic waste at stadiums and venues, organizing national beach and river cleanups, and measuring impact through Ocean Conservancy's Clean Swell App. This collaboration seeks to mobilize millions of fans worldwide to protect marine ecosystems.
Why It's Important?
The partnership between Hydro Flask and Ocean Conservancy is significant as it addresses the urgent issue of plastic pollution in oceans, which is a major environmental concern. By leveraging the influence of sports and entertainment industries, the initiative aims to inspire collective action against plastic waste. This collaboration not only promotes environmental sustainability but also encourages public participation in conservation efforts. The initiative could lead to a reduction in plastic waste entering oceans, thereby protecting marine life and ecosystems.
What's Next?
In the first year, Hydro Flask plans to activate the partnership around two major sports events to engage fans on a large scale. The initiative will also support the EcoAthletes Collegiate Cup, involving college athletes and campuses nationwide. Future activities include fan activations during the FIFA World Cup in Miami, highlighting the connection between global sports, plastic reduction, and ocean health. These efforts aim to create lasting change in consumer behavior and promote sustainable practices in sports and entertainment venues.
