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will.i.am and The Coca-Cola Company Accelerate EKOCYCLE™ Momentum with Addition of Four New Brand Partners

Oct 25, 2012
EKOCYCLE Launch will.i.am and Bea Perez

will.i.am with Bea Perez, Coca-Cola's chief sustainability officer, at the launch party in NYC.

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The Levi's ® brand, MCM, RVCA and Case-Mate® Join Anchor Partners Beats by Dr. Dre® and New Era® to Produce Products Made in Part from Recycled Materials

ATLANTA -- Global music artist and producer will.i.am and The Coca-Cola Company announced last night at a private launch event that the Levi's® brand, MCM, RVCA and Case-Mate® will be joining anchor partners, Beats by Dr. Dre® and New Era® as the newest members of the EKOCYCLE™ social movement.

The EKOCYCLE brand initiative was developed to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement. The initiative supports recycling by helping consumers recognize that items they consider waste today may be a part of a lifestyle product they can use tomorrow. With a dedication to supporting a more sustainable environment, the EKOCYCLE movement is committed to identifying products, such as assorted plastic bottles and aluminum cans that can be repurposed into recycled content for fashion-forward lifestyle products through the help of some of the industry's hottest trendsetters.

The following products will roll out to consumers from companies that answered the call to produce new goods made in part from recycled materials:

  • Limited edition Levi's® 501® Waste<Less - Made with an average of eight recycled assorted plastic bottles per pair of jeans, Levi's® Waste>Less™ 501® jeans will be available in April 2013 for $128 with global distribution via Levi's® retail doors and online at levi.com .
  • Beats by Dr. Dre® EKOCYCLE™ headphones - Beats Studio TM headphones are precision engineered to reveal the full sonic range of music. Through EKOCYCLE™, Beats® delivers exceptional sound using materials that would have otherwise been wasted. Together EKOCYCLE™ and Beats® deliver an inspiring sound experience. The EKOCYCLE™ Studio Headphone contains 31 percent recycled material, using three assorted recycled PET plastic bottles and is now available online at Beatsbydre.com and global e-tailers. The headphones are priced at $349.95.  
  • Case-Mate® Barely There Case - Now available at Best Buy stores in the United States and on www.bestbuy.com/casemate , the EKOCYCLE™ Barely There case extends the life of plastic beyond the landfill. Molded from a 100 percent recycled PET (Polyethylene Terephthalate), a translucent, glossy finish showcases more of your smartphone. Its ultra-lightweight, minimalist design delivers a stylish profile, while the EKOCYCLE logo is debossed for a sleek and modern look. The case retails for $35.
  • New Era® caps - The EKOCYCLE™ Cap Collection features two caps -- a 59FIFTY® fitted and a 9FIFTY ™ Strapback. Both are made with a recycled fabric that consists of a traditional polyester fabric and recycled plastic. Caps retail for $30-45.

Additional collaborations will be announced next year with iconic brand products ranging from everyday pieces to luxury items. The EKOCYCLE brand identifies a growing line of sustainably-minded products for purchase that are specifically designed to take recycling awareness to the next level while responding to consumers' evolving lifestyle choices with aspirational, yet attainable products made in part from recycled materials.

"Waste is only waste if we waste it," said will.i.am. "We need to value the things we consume and become a more sustainable society that is moving towards a world with zero waste." Through EKOCYCLE, consumers can learn about everyday recycling choices and empower their purchasing decisions as part of a social change movement."

The Coca-Cola Company will make a minimum $1 million financial commitment over the next five years to support additional recycling and community improvement organizations. This donation is in addition to, and separate from, the charitable commitments of 1 percent of operating profits made through The Coca-Cola Foundation.

"Together with will.i.am, we are developing a brand centered around sustainability and creating a movement to get people engaged to be a part of something bigger than just what an individual can do," said Bea Perez, Vice President and Chief Sustainability Officer, The Coca-Cola Company. "It's the 'me' and the 'we' coming together. That's EKOCYCLE."

Earth911®, host of the largest recycling directory in the U.S. with more than 1.5 million ways to recycle, will provide an interactive and searchable recycling directory for consumers accessible at EKOCYCLE.com.

On the evening of Oct. 24, will.i.am, The Coca-Cola Company and brand partner executives gathered in New York City to celebrate the EKOCYCLE brand launch. The event featured a build out that included sustainable materials throughout the space to offer an inside visual look at the EKOCYCLE story and process. In lieu of gift bags at the event, a donation was made to Keep New York City Beautiful. The funds will provide recycling bins for local parks.

In order to ensure the EKOCYCLE brand launch event ha d zero net greenhouse gas emissions, will.i.am and The Coca-Cola Company worked with The CarbonNeutral Company to offset the emissions produced from the event. The event was certified CarbonNeutral® in accordance with The CarbonNeutral Protocol and will utilize carbon credits from a Brazilian project which uses agricultural waste to generate energy.

To learn more about the EKOCYCLE brand initiative visit EKOCYCLE.com.

Note to Editors:

Visuals and footage of EKOCYCLE products and will.i.am can be viewed at: www.coca-colacompany.com/

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 31 million albums and 58 million singles worldwide. will.i.am recently released two songs from his upcoming solo cd, #willpower on Interscope Records. The first two singles from the cd released in 2012 are: "T.H.E (The Hardest Ever)," featuring Mick Jagger and Jennifer Lopez, and number one hit song in the UK, "This is Love" featuring Eva Simons. As a producer, will.i.am has also 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. Recognized and honored by numerous industry organizations, 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, after-school tutoring and activities that build STEM (science, technology, engineering, math) and financial literacy skills.

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 15 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 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 employees. For more information, please visit www.coca-colacompany.com , follow us on Twitter at twitter.com/CocaColaCo or visit our blog at www.coca-colablog.com .

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 levi.com.

About Case-Mate
Case-Mate is the leader in design of fashion-forward accessories for mobile technology and tablets. Since 2006, the company has helped consumers express their individual style with products that protect, adorn and enhance their mobile devices. Working with top designers from around the world and using cutting-edge materials, Case-Mate's team of technology and design aficionados has created an extensive repertoire of mobile and tablet cases right for any style and every occasion. For more information, visit http://www.case-mate.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 numerals.

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.

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 Iovine and President & COO Luke Wood, Beats Electronics is based in Santa Monica, CA. For more information, please visit  http://beatsbydre.com.

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 Earth911®
Earth911 gathers, distributes and analyzes localized recycling information to assist manufacturers, organizations and consumers with product end-of-life solutions. Working to increase the recycling and disposal of consumer goods since 1991, Earth911's services enhance and support companies' responsible waste initiatives. The Earth911 Recycling Directory is the largest and most accurate in the nation, with more than 1.5 million ways to recycle more than 300 types of materials. Follow @Earth911 and like Earth911 on Facebook at www.facebook.com/earth911 , or visit earth911.com to learn more.

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