This 2008 campaign launched an eco-friendly apparel range called “grün” by adidas Originals. Beginning on World Earth Day, we took street fashion into a cool coffee shop chain called Vida e Caffe. Models wore the collection in these hangouts in a real world “fashion show”. They handed out free green shoelaces to customers. Hipsters were encouraged to wear their free “grün” shoelaces to support World Earth Day. They were enticed into the adidas concept store using these free shoelaces, shoe lacing guides on Vida e Caffe coffee cup wraps, seed packet apparel brochures and a South African social hub called “blueworld” which we turned into “greenworld” to showcase World Earth Day. A giant adidas Originals shoebox garden acted as a living piece of “green” out of home.