I absolutely love this idea: creating high-performance running shoes from recycled ocean debris.
PR is at its greatest when an organization chooses to collaborate with another to create something of importance to the communities they serve.
Should they get attention or credit for it in the p press? Sure. In fact that's a good sign that it's actually meaningful, and one reason "earned" media is a truly effective aspect of PR.
Disclosure: one of our group agencies may work for adidas, but I'm not aware of a connection to this project.
Cyrill Gutsch, the founder of Parley for the Oceans, added: "Nobody can save the oceans alone. Each of us can play a role in the solution. It’s in the hands of the creative industries to reinvent faulty materials, products, and business models. The consumer can boost the demand for change."