Adidas began working with the ocean activists at Parley to transform plastic marine pollution into a high performance fabric, spinning the problem into a solution. The threat into a thread. To tell the story of this unique collaboration, which combines technological innovation with environmental awareness, Starch was called upon to concept, design, and build a retail activation showcasing the adidas X Parley products within the main entrance of Foot Locker’s New York flagship store, located in Times Square. Combining moving images of the ocean on 3 oversized LED screens and materiality to represent the fabrication process, the build itself utilized plastic bottles and spools of thread, creating a visual narrative reinforcing the concept of ‘Threat into Thread.’


For more information on this project, please visit:  Adidas X Parley