11 times world surf champion, and arguably the most famous water-related athlete that’s ever lived; Kelly Slater talks to Enviral founder; Joss Ford at Cannes Lions about implementing sustainability in business.
Cannes Lions brings the best ad agencies, marketers, brands and influencers together to celebrate creativity and impact in marketing. Kelly Slater had a keynote on the ‘Facebook Beach’ in 2017 about his Instagram success and how the new digital world has shaped his career.
After his talk, Joss got to catch up with him and grab a few words about sustainability, which unfortunately wasn’t a major theme in any of the talks throughout the week of marketing conversations at the festival.
Kelly Slater; ” Most of the systems aren’t set up in a way to be super environmentally friendly, so if you really want to focus on that, you kinda have to set up your own supply chains and research”
Kelly the founder of Outerknown, a majorly forward-thinking clothing company, that sits alongside brands like Finisterre and Patagonia, is a brand by surfers for eco-conscious consumers. The majority of their customers and online audience may be inspired by the surf community, and as Kelly backs up – it’s the extreme sports enthusiasts that see nature up close and personal so they understand the issues – but with the rise of consumers wanting more transparency about what their clothes are made of, where they’re made, and their impact on the planet – the market, at least we hope, will grow to be much bigger than the extreme sports community.
Here is Kelly Slater talking about Outerknown’s products, including Econyl, a material made from nylon in old fishing nets.