Who could have bet that the Spaniard Carlos Alcaraz would win the 2022 edition of the US Open tennis and thus become world number one? A new generation of talented players is gradually imposing itself on the front of the stage and, with it, new ecological reflexes. The mineral water producer Evian and the American fashion company Rothy’s have joined forces to try to reduce the environmental footprint of this emblematic tournament, by focusing on recycling. The fruit of their collaboration, a collection of tennis clothing and accessories, has just been unveiled.
The colors of Evian
During the 2021 edition, the two groups had collected from the public around 72,000 plastic bottles of the French brand, in order to give them a second life. These bottles were first cleaned and then broken down into threads at one of Rothy’s factories. The yarns were then used to knit the various products in the collection, which includes two pairs of trainers, a bag, a fanny pack, a racket cover, a cap and a visor. Most of them also contain both blue, white and red, the traditional colors of the Danone subsidiary.
This initiative has obviously convinced the apprentice tennis players and tennis women, since the American brand’s website indicates that almost all the items on offer are out of stock. Simple successful marketing operation or real awareness on the part of consumers? While some high-level footballers are still reluctant to take the train rather than the jet, Evian and Rothy’s have in any case the merit of reminding that another sporting practice is possible. The ball is now in their court.
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Source: UsineNouvelle – Actualités A la une by www.usinenouvelle.com.
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