LONDON - Awash with a patriotic spirit to protect the nation's coastlines, global sportswear brand Adidas have announced they will donate ten per cent of all sales of their fashion-shoe collab with rapper Kanye West to efforts to clean up UK beaches.
The German sneaker giant's announcement comes just days after images of washed-up plastic waste on shores in the UK were shared across social media, with the country's councils scrambling to respond to the damage.
"This is a cause that is close to our hearts," said Adidas spokesperson, Hans Weiss. "As we launched this shoe collaboration with Kanye, we couldn't help but feel a sense of duty to help clean up the beaches here in the UK. We hope our customers will join us in making a difference."
The move has been welcomed by environmental organisations and celebrities alike, with Adele posting on Instagram: "My love for Adidas just went up even more. Clean beaches for all!"
A statement from Kanye West's team read: "Kanye has always been passionate about protecting our planet, and we are thrilled to be partnering with Adidas to support such an important cause."
The Yeezy Boost 350 V2, from Adidas's collaboration with West, has been a fashion hit since it was first released in 2016, with fans queuing overnight for the limited edition sneakers. Critics of the shoe say that the hype surrounding it feeds a destructive cycle of consumerism that damages the environment.
But Adidas's new charitable initiative is providing an opportunity for those who still want to rock the latest Yeezy look while feeling good about their purchase.
"This is a fantastic way for sneakerheads to show they care about the planet, as well as looking fly. We love that Adidas is doing this," said sneaker-lover and self-described "environmental warrior" Tiffany Smith.
But not everyone was thrilled about the collaboration.
"Personally, I think these sneakers are overpriced garbage," said local man, Dave Callahan, adding that he felt that Adidas's donation was a response to criticism of their product.
"I mean, good on them for doing something good, but it seems like they are just trying to take attention away from how wasteful their whole collaboration with Kanye has been," he said.
Adidas has urged customers to "do their bit" by disposing of the shoe's packaging responsibly.
"Not only do we want to make a difference in the oceans, we also want to reduce the amount of waste that ends up there too," said Weiss.
The Yeezy Boost 350 V2 sneakers are available to purchase online and in stores from today. The launch has been described as "madness," with reports of fans camping out overnight to buy pairs and with some sellers already profiting by reselling on online marketplaces at inflated prices.
"Nothing good ever comes from camping out overnight for a pair of sneakers," joked comedian Jimmy Carr on Twitter.