Sticker attack: Rebranding Adidas Hong Kong and globally

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Feature Story - 2011-08-22
Nike has joined first-mover Puma, but Adidas is still stuck in the starting blocks. Hong Kong activists hit the Adidas and Li Ning stores in Tsim Sha Tsui and Causeway Bay with Detox stickers in hand.

Within hours of Nike's announcement on 18 August to champion a toxic-free future, Greenpeace activists in cities around the world headed to their nearest Adidas Store with huge "Detox" stickers to rebrand the shop windows and doors. Hong Kong included.

Photos from this morning's rebranding actions are still coming in, and if you pass an Adidas Store today you might see our stickers in the window!

Beau, a toxics campaigner from Greenpeace South East Asia mailed me some photos from Manila this morning and wrote: "Three volunteers dressed in bright orange coveralls gave them the appearance of professional work crew so even security did not bother them. They calmly attached the sticker panels to the shop window and then left. Some of us stayed around the mall area to see what the reaction would be. Half an hour after the store opened, the store personnel still did not notice it. Now we are betting how many days it will take for them to notice that they have a new brand."

Take action online

Head straight to Google Maps to find an official Adidas store near you. (Just add your city to the search box.) Remember, only official Adidas stores! Click the map marker for the store, and if you see a "Write a review" link, click on that too.

Adidas are falling behind in the Detox Challenge. Leave them a rating and review that'll encourage them to pick up the pace, and address their toxic water pollution problem (and if you can't think of anything to say, rate other Detox comments you see as helpful by clicking the "Yes" link beside them).

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