Coca-Cola has teamed with the US National Basketball Association’s Green Week and Adidas to boost exposure for its Ekocycle ‘green clothing’ line. The Ekocycle label partners with global brand leaders to promote the use of recycled plastic bottles and other post-consumer waste as content in lifestyle products.

The brand initiative was developed and launched by global music artist and producer will.i.am and The Coca-Cola Company in 2011. Today, the brand is supported by household names such as Adidas, Levis, Beats by Dr Dre and Era.

The latest brand name to contribute to EKocycle’s clothing line is Adidas. The sports apparel company has produced a t-shirt made with 50 percent rPET and 50 percent organic cotton. The rPET component comprises three assorted recycled PET bottles.

As of this month (April 2013), Levis is offering its limited edition Levi’s 501® Waste<Less jean, made with an average of eight recycled assorted plastic bottles per pair of jeans.

Other Ekocycle consumer products include Beats Studio headphones, which are 31% comprised of recovered plastics. New Era has also produced eco-friendly headwear. Its 59FIFTY caps, made with 42% post-consumer recycled materials, will be available from June this year.

“Ekocycle brings together strong brands and a cultural icon to engage people in an important sustainability initiative,” explained Bea Perez, Coca-Cola’s Chief Sustainability Officer.

The brand “encourages recycling by innovatively transforming recycled materials into attractive products. It’s a journey that presents a win-win proposition,” she added.