This is a cool and unexpected collaboration between a soft drink company and a performance gear brand to create a more sustainable environment and collection of apparel. I especially like how they turn plastic bottles in to awesome Burton jackets...very Willy Wonka!
This is a great way to bring attention to millennials who care about sustainability in a fun way with brands they are familiar with and rank high on the "coolness" level. Knowing this, I am more likely to buy these brands when given a choice. What about you?