The athletics giant has managed to bridge sports, streetwear, and fashion in a way that has made it one of the world's most popular brands. More recently, it's made huge strides in its competition with Nike and Under Armour with ads and brand partnerships that differentiate, such as the award-winning "Future is never finished" campaign, and ongoing collaborations with designers like Alexander Wang. Its All Day app combines fitness, health, and well-being tracking with custom curated content. In 2018, it formed a new partnership with ocean-cleanup organization Parley for the Oceans to make shoes with ocean plastic. Each pair prevents roughly 11 plastic bottles from entering the oceans. Its "Run for the Oceans" initiative involved 12 events in six cities, raising money for Parley's educational initiatives.