Please find attached a 1 pager (3 PNG files) outlining the campaign along with the 3 video YouTube URLs  here - enjoy!

Video 1: https://www.youtube.com/watch?v=ABaUzcJk33Q

Video 2: https://www.youtube.com/watch?v=43JocpxOIMY

Video 3: https://www.youtube.com/watch?v=KL0ZyvPdjZA

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Copy from the 1 pager:

Each year on the 26th March sneaker heads all over the world celebrate the iconic Air Max. Nike celebrates years of Air Max innovation with a bunch of new sneaker releases and the sneaker community snaps them up in their droves, usually without a second’s consideration of how this kind of fast, consumerist behaviour is impacting the planet. Fast Fashion has a major negative impact on our environment. Around 350,000 tonnes of used clothing including shoes goes to landfill in the UK each year. The fashion industry is very good at creating a sense of urgency and need around the products they design. Good for the bottom line, not so good for the environment.

Mutha

Insight

Each year on the 26th March sneaker heads all over the worldcelebrate the iconic Air Max. Nike celebrates years of Air Max innovation with a bunch of new sneaker releases and the sneaker community snaps them up in their droves, usually without a second’s consideration of how this kind of fast, consumerist behaviour is impacting the planet.

Fast Fashion has a major negative impact on our environment. Around 350,000 tonnes of used clothing including shoes goes to landfill in the UK each year. The fashion industry is very good at creating a sense of urgency and need around the products they design. Good for the bottom line, not so good for the environment. Mutha is an attitude and a way of being; a platform that promotes enjoying life to the full while being conscious and altruistic. Looking after the planet and those around you. It lives across social channels on YouTube, Instagram, Snap and Facebook and creates entertaining and informative content around the passions of its young audience, inspiring behaviour and attitude change around sustainable living.

Insight

While the sneaker industry is by no means solely

responsible for the ills of Fast Fashion, we knew the

sneaker fan community was very active on social

media. If anyone could get a sustainable fashion

message out there, it was them! There is an ever

growing segment of the industry that wants to do

what they do, more consciously.

The idea

What if we could celebrate Air Max Day a little bit

differently? What if we could hijack sneaker heads

passion and harness it to make our audience think

about their purchase behaviour and also help

those in need along the way?

SpAir Max Day was born.

Mutha teamed up with renowned sneakerhead Kish

Kash to launch a sneaker campaign with a twist.

First we did a shout out, via Kish’s radio show, his

instagram and across the Mutha channel.

Kish then rallied the sneaker community to get

behind the cause – frantically charging around

London to collect as many donated pairs of spare,

Air Max he could. Famous donors included Franklin

AKA King of Trainers, Annie Mac and Clara Amfo.

The idea was to upcycle the sneakers and we got

sneaker cleaning company Jason Markk on board

to help us clean them up.

We then opened a SpAir Max pop-up shop in the

heart of sneaker land, Neal Street and opened on

Air Max Day, promoting it on social media and

encouraging famous influencers as well as the

general public to drop off their spare Air Max.

The final step was to get all the pairs of donated spAir

Max on the feet of those that need them the most.

We delivered the whole lot to Brixton Soup Kitchen.

The results

Mutha wanted to show its audience across its social

channels that upcycling and donating used clothing

and shoes will not only have a good impact on the

environment but can help people in our community

in need. And boy did the sneaker community come

together, donating hundreds of pairs of trainers for

the cause and getting behind it on social media.

The campaign had zero media budget but achieved

half a million video views on the Mutha channel.

The combined reach of Mutha content and sneaker

influencers was over 2 million.

More importantly we showed how communities can

come together to do good and help promote behaviour

change when it comes to the environment and those

around us.