Marketing Uncategorized

Recycling awareness activation turns the Dean Dome green

Through week-long social media campaign and activation, Unifi, Inc. raises brand and recycling awareness.

(Bob Donnan-USA TODAY Sports)
(Bob Donnan-USA TODAY Sports)

Viewers of last night’s UNC men’s basketball game against Iowa in the ACC/Big Ten Challenge saw a lot less Carolina blue than usual. Instead, Unifi, Inc., a company that produces and sells textured and other processed yarns, promoted its flagship REPREVE brand of recycled fibers, with a unique activation that turned the Dean Dome green, literally and figuratively.

Each attending fan received a green REPREVE-based t-shirt with a UNC Tarheels logo. The activiation also included the addition of 50 REPREVE-wrapped recycling bins in the Smith Center, changing the traditionally blue lighting at the top of the Smith Center to green, and targeting a 100 percent plastic bottle recycling rate at the event. These efforts are a part of Unifi, Inc.’s nationwide #TurnItGreen campaign to raise recycling awareness and attention towards its REPREVE material. UNC cheerleaders, band members and the Tar Heels mascot, also wore REPREVE-based gear made from recycled bottles.

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The company will extend the activation to Sunday’s Detroit Lions home game. The Lions will turn Ford Field green by providing fans with REPREVE-based #TurnItGreen rally towels, made from a total of 200,000 recycled plastic bottles. The Lions kicked off its joint recycling efforts with REPREVE during training camp by unveiling 500 new recycling containers throughout Ford Field.

REPREVE recycles plastic bottles — more than 2 billion to date — into products made by popular lifestyle brands, including The North Face, Patagonia, Volcom and Roxy. With this activation, the company has the opportunity to raise brand awareness among mainstream consumers and engage fans of UNC athletics and the Detroit Lions.

“We chose to align with the Detroit Lions and UNC Athletics as they share the same passion and vision for recycling and sustainability as we have,” said Roger Berrier, President and Chief Operating Officer of Unifi, Inc. “Our intention with these types of collaborations are to educate fans on the importance recycling, further expanding recycling efforts in the NFL and collegiate communities and we feel that we have started to make this happen.”

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