Adidas is a founding partner of Parley and has played a huge role in the support of A.I.R. It is really about commitment. Adidas has put the ocean first and Parley has been able to use their influence and global reach to carry the message and movement we are creating. When the first shoe was introduced made from the illegal net that was confiscated by Sea Shepherd Conservation Society there was a bit of a media frenzy. There was even some critics. At the end of the day, that shoe was not only a cool product it was a key messenger. it told the story of illegal fishing, slave trade on the high seas, eco-innovation, and ocean plastic pollution. That is impact, that is movement, that is Parley. I think the consumer wants to make the right choice. No one wakes up and says "I want to pollute the ocean today". People want to be aware and mindful. We as brands, innovators, designers must give them this opportunity by making products, materials that are not harmful, last longer, and support a cleaner healthier environment.