will.i.am is always about something cool. This time, the Black Eyed Peas front man teamed up with Coca-Cola in a global initiative called Ekocycle. Although his group is currently on hiatus, will.i.am came up with the idea of Ekocylce during the most recent Black Eyed Peas tour. He told Allhiphop.com:
“We were performing in front of 200,000 people. And it wasn’t until after the show was over, and all those fans were gone, I saw all the waste that was left behind. So I came up with the idea and pitched it to Coca-Cola. It took two years to place the right team together. We needed environmentalists, partners, etc. Our six partners are Beats by Dre, New Era, MCM, RVCA, Case-Mate and Levi’s. I want to educate and inspire the next generation to take better care of our world, in a cool way.”
Coca-Cola and will.i.am have partnered up with Beats by Dr. Dre and New Era caps. Beats by Dr. Dre is scheduled to launch the Ekocycle Beats by Dr. Dre this season, while the Ekocycle New Era caps will be available in early 2013. To keep the products in the market, will.i.am and Ekocycle encourage people to keep recycling.
“There’s a responsibility that we all must take on as citizens of the world. Just because you recycle, doesn’t mean that your city recycles. We must demand more from ourselves and our surroundings. And we must continue to convert waste into a commodity so that waste is not wasted.”
Will you support the initiative?
Image Source: Ekocycle FB Page