Jaden Smith's JUST Water Cartons To Replace 19,000 Plastic Bottles At London 10k

A spokesperson for JUST said the brand is 'incredibly proud' to be helping the major event reduce its plastic waste
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Jaden Smith

Jaden Smith is helping reduce plastic waste with his brand JUST 

Jaden Smith's brand JUST will replace 19,000 plastic water bottles with its trademark cartons at this year's ASICS London 10K.

JUST Water cartons, which are recyclable, are made from 54 percent paper, 28 percent plant-based plastic, and three percent aluminum. The company says it is filled with responsibly sourced spring water.

According to JUST, the materials and processes 'result in 74 percent less harmful emissions, primarily C02, compared to a standard PET plastic bottle'.

'Proud'

"JUST is incredibly proud to join efforts alongside Virgin Sport at the ASICS London 10K to reduce plastic at the event," Ira Laufer, CEO of JUST, said in a statement.

"Together, we aim to inspire and show that a small change, such as changing your bottled water to a more sustainable option, is something we all can do to create a positive impact on our planet."

Ditching plastic

The move is one of a slew of initiatives aimed at eventually cutting out all single-use plastic bottles at all Virgin Sport events.

"Virgin Sport has committed to eliminate single-use plastic bottles at aid stations for all our 2019 events," Ian Allerton, Race Director Virgin Sport, said in a statement.

"We are proud that the Hackney Half 2019 was the largest race in the UK to move away from single-use plastic bottles. We continue to develop a more sustainable strategy for keeping our runners hydrated in the forthcoming ASICS London 10k and Oxford Half."