EKOCYCLE™ Game Plan Scores New Partnerships and Products to Celebrate NBA Green Initiatives

  EKOCYCLE™ Game Plan Scores New Partnerships and Products to Celebrate NBA
  Green Initiatives

   NBA and adidas® ^  join will.i.am and Coca-Cola® collaboration, EKOCYCLE
       Levis® 501® Waste<Less™ jeans now available online and in stores

Business Wire

ATLANTA -- April 04, 2013

Now one person’s recyclable item truly will become another person’s treasure.
EKOCYCLE, an innovative brand initiative developed by global music artist and
producer will.i.am and The Coca-Cola Company, is introducing new apparel and
lifestyle products that make a compelling fashion statement while promoting
environmental responsibility.

The expansion of the EKOCYCLE product line coincides with NBA Green Week
presented by Sprint. This effort is focused on reducing the league’s
ecological impact and helping educate basketball fans around the globe about
the importance of environmental protection.

A new brand partnership between EKOCYCLE and the NBA makes the league’s Green
Week a perfect time to debut the latest items that use recycled waste to make
everyday products and clothing. Tipping it off, EKOCYCLE will be celebrated at
STAPLES Center during the nationally televised Sunday, April 7 game between
the Los Angeles Clippers and the Los Angeles Lakers, which begins at 12:30
p.m. PST on ABC.

“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.”

With a shared interest in making a positive impact on our world, The Coca-Cola
Company and will.i.am have come together to create EKOCYCLE. By educating
people about the role of recycling in their lives, EKOCYCLE hopes to inspire a
global social movement around recycling and making more sustainable purchasing
choices. EKOCYCLE repurposes items such as plastic bottles for use as recycled
content in fashion-forward lifestyle products through the help of today’s
biggest trendsetters and brands. To further reinforce The Coca-Cola Company’s
commitment to promoting recycling, the Coke® brand name – spelled backwards,
“EKOC” – is embedded into the EKOCYCLE moniker.

“EKOCYCLE brings together strong brands and a cultural icon to engage people
in an important sustainability initiative,” said Bea Perez, Chief
Sustainability Officer, The Coca-Cola Company. “EKOCYCLE encourages recycling
by innovatively transforming recycled materials into attractive products. It’s
a journey that presents a win-win proposition.”

Supporting the EKOCYCLE activation during NBA Green Week presented by Sprint,
AEG, owners of STAPLES Center, and their recycling partners, Waste Management,
have created a fan activation experience outside the arena along Chick Hearn
Court and in Nokia Plaza at L.A. LIVE. Two Waste Management natural-gas
powered trucks featuring custom EKOCYCLE graphics, along with representatives
from several non-profit organizations, will encourage and educate fans to
recycle. Waste Management's green trucks will be onsite for the duration of
the game. Representing North America's largest recycler, these two Waste
Management trucks will also serve as rolling reminders about the importance of
recycling as they traverse the streets of Los Angeles throughout April.

A full line of apparel and lifestyle items promoting environmental
responsibility are among the latest offerings from EKOCYCLE:

  *adidas – A limited-edition adidas Feel Good^® Tee features a custom
    EKOCYCLE Glyph pattern along with the legendary adidas stripe logo and the
    official NBA logo. The shirt is made with 50 percent rPET and 50 percent
    organic cotton, with the rPET component comprised of three assorted
    recycled PET bottles. It retails for $36 and will be available in limited
    quantities beginning April 7 during the Clippers-Lakers game at the TEAM
    LA store in STAPLES Center and other TEAM LA locations at L.A. LIVE. The
    tee can also be purchased online at adidas.com, coca-colastore.com and
  *Levi’s® – The limited edition Levi’s 501® Waste<Less™ jean is made with an
    average of eight recycled assorted plastic bottles per pair of jeans.
    Levi’s Waste<Less 501 jeans are available in April 2013 for $128 with
    global distribution via Levi’s retail doors and online at levi.com.
  *Beats by Dr. Dre® - Beats Studio^® headphones are precision engineered to
    reveal the full emotion of your music. Through EKOCYCLE, Beats delivers
    exceptional sound, and a full 31 percent of the product is made using
    materials that would have otherwise been wasted, including three assorted
    recycled PET plastic bottles. The EKOCYCLE Studio headphone also offers an
    online digital user manual rather than including paper materials in the
    packaging. Beats Studio headphones are available at beatsbydre.com,
    amazon.com and coca-colastore.com.
  *New Era® – The 59FIFTY^® cap is New Era's signature fitted, structured cap
    with a flat visor that has the ability to curve. The 9FIFTY™ Strapback is
    a throwback style with fabric strap closure with a metal buckle that
    allows for a fashionable, adjustable fit. Made with 42 percent
    post-consumer recycled materials, including one recycled PET bottle, each
    hat is available in S/M and M/L. Beginning in June, the caps can be found
    at New Era Flagship stores across the country, newera.com and
  *Other selections in the EKOCYCLE line include boardshorts and T-shirts
    from brand partner RVCA and luxury bags from brand partner MCM, which will
    be available later this year.

In addition to EKOCYCLE products being available online and at select retail
outlets, social media-savvy fans can win sustainable merchandise signed by
will.i.am and NBA players. A Twitter contest, which takes place on April 5,
gives fans a chance to win EKOCYCLE, NBA and adidas products by using the
hashtag #NBAEKOCYCLE to answer trivia questions.

To learn more about the EKOCYCLE brand initiative and shop for EKOCYCLE
products visit EKOCYCLE.com. EKOCYCLE can also be found on Facebook and

About will.i.am

A multi-faceted entertainer, creative innovator and philanthropist, will.i.am
is best known for his work with The Black Eyed Peas, who have sold 33 million
albums and 58 million singles worldwide. will.i.am’s upcoming solo cd,
#willpower on Interscope Records, is scheduled for release on April 23, 2013.
The first two singles released from his upcoming solo cd include worldwide
platinum hit “This is Love” featuring Eva Simons, and “Scream & Shout”
featuring Britney Spears that shot to number one on the iTunes single chart
and to top three on Billboard’s Hot 100 chart. As a producer, will.i.am has
worked with some of the music industry’s biggest names including Michael
Jackson, Rihanna, Usher, Nicki Minaj, Britney Spears, David Guetta, and film
composer Hans Zimmer. will.i.am is the recipient of multiple Grammy Awards, a
Latin Grammy Award, an Emmy Award, two NAACP Image Awards, the BMI President’s
Award and a 2008 Webby Award. will.i.am's i.am angel foundation
(www.iamangelfoundation.org) supports young people through programs focused on
education, activities that build STEAM (science, technology, engineering, arts
and math) skills and college scholarship assistance. The foundation also
operates a mortgage relief program and financial literacy workshops.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company,
refreshing consumers with more than 500 sparkling and still brands. Led by
Coca-Cola, the world's most valuable brand, our Company's portfolio features
16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero,
vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally,
we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and
juices and juice drinks. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy our beverages at a rate of
more than 1.8 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our bottling
partners, we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola Journey  at
www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or
check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com.

About NBA

The NBA is a global sports and media business built around three professional
sports leagues: the National Basketball Association, the Women’s National
Basketball Association, and the NBA Development League. The league has
established a major international presence with games and programming in 215
countries and territories in 47 languages and NBA merchandise for sale in more
than 125,000 stores in 100 countries on 6 continents. NBA rosters currently
feature 85 international players from 36 countries and territories. The NBA’s
digital assets include NBA TV, which is available in more than 61 million U.S.
homes, and NBA.com, which averages more than 42 million page views per day,
more than half of which originate from outside of North America. The NBA is
the No. 1 professional sports league on social media, with more than 365
million fans and followers globally across all league, team, and player
platforms. Through NBA Cares, the league and its teams and players have
donated more than $210 million to charity, completed more than 2.3 million
hours of hands-on community service, and created more than 760 places where
kids and families can live, learn, or play.

About adidas

adidas has been providing innovative products for the world’s best athletes
for more than 50 years, from past legends to today’s superstars, such as
Derrick Rose, Dwight Howard and Candace Parker. On April 11, 2006 adidas and
the National Basketball Association signed an 11-year global merchandising
partnership making the adidas brand the official uniform and apparel provider
for the NBA, the Women’s National Basketball Association (WNBA) and the NBA
Development League (D-League) beginning with the 2006-07 NBA season.

For more information, visit news.adidas.com, adidas Basketball Facebook page,
www.adidasbasketball.com, follow  @adidasHoops on Twitter.

About The Levi’s® brand

The Levi’s® brand epitomizes classic American style and effortless cool. Since
their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the
most recognizable and imitated clothing in the world – capturing the
imagination and loyalty of people for generations. Today, the Levi’s® brand
portfolio continues to evolve through a relentless pioneering and innovative
spirit that is unparalleled in the apparel industry. Our range of leading
jeanswear and accessories are available in more than 110 countries, allowing
individuals around the world to express their personal style. For more
information about the Levi’s® brand, its products and stores, please visit

About Beats by Dr. Dre®

Established in 2008 as the brainchild of legendary artist and producer Dr. Dre
and Chairman of Interscope Geffen A&M Records Jimmy Iovine, Beats Electronics
is the parent company of the Beats by Dr. Dre® line of high-quality
headphones, BeatsAudio™ HD-sound systems, and the MOG digital music service.
The company’s mission is to build quality music experiences for all elements
of the digital music ecosystem—including headphones, devices and services – so
that fans can hear music the way artists intended it to sound in the studio.
This includes partnerships with computer manufacturer HP, automotive
manufacturer Chrysler Group and mobile phone manufacturer HTC Mobile.

Led by CEO Jimmy lovine and President & COO Luke Wood, Beats Electronics is
based in Santa Monica, CA. For more information, please visit

About New Era®

New Era is an international lifestyle brand with an authentic sports heritage
that dates back over 90 years. The brand is best known for being the official
on-field cap for Major League Baseball and the official cap for the National
Football League. New Era is the brand of choice not only for its headwear
collections, but also for its accessories and apparel lines for men, women and
youth. The brand is worn as a symbol of self-expression by athletes, artists
and some of the most interesting people around the globe. New Era encourages
people to “FLY YOUR OWN FLAG®” - to truly express their personal style and
individuality through its products. The Company is headquartered in Buffalo,
N.Y. and operates facilities in Canada, Europe, Brazil, Japan and Hong Kong.
For more information, visit www.neweracap.com.

About MCM

Born during the heydays of Munich, MCM embodies the rebellious yet
sophisticated, and culturally rich spirit of the city. A long-time favourite
of international royalty, celebrities and VIPs, MCM draws on its tradition of
prestige and quality. The brand has inherited the notion of revolutionized
travel that stems from the 1900s, thus the logo symbolizes 1900 in Roman

MCM continues to be the pioneer of the market by continuously evolving with
clever designs, durable materials, and delivering versatile styles to suit
every need. Bag styles run from classic black and tan to statement-making
models in strong colours. The brand offers sophisticated handbags, practical
and stylish luggage, functional business bags and trendy small leather goods,
all crafted from materials such as leather, fabric and exotic skins.

MCM has boutiques in major cities such as Athens, Berlin, Düsseldorf, London,
New York, Beijing, Shanghai, Hong Kong and Seoul. The brand is also sold by
prestigious retailers in key markets including the US, the UK, Dubai, Italy,
and Russia.

About RVCA

RVCA is the brainchild of company founder and president, PM Tenore.
Transcending the boundaries of traditional action sports apparel, RVCA is a
design-driven lifestyle brand free from passing trends. Appearing as a natural
on the shelves of boutiques such as those of a local skate shop, RVCA is
brought together by a group of like-minded individuals from various
subcultures, a collaboration of sorts, a lifestyle within itself.


The Coca-Cola Company
Susan Stribling, 404-676-4120
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