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Sneaker culture and environmentalism are not ordinarily things you would put hand-in-hand. But 11 million shoes made from recycled ocean plastic isn't just a statement, it's something of a movement.

For decades there has often been an uneasy balance between things that are good for the environment, our bodies and our minds and things that mass culture is willing to spend money on. So, it would be understandable to assume that when Adidas announced a partnership with Parley to create their Parley for the Oceans shoe that it would be a nice press release and not much more.

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