We've taken Xylem beyond sponsorship badging to become a key strategic partner driving awareness of, and action to overcome, the many water threats we face. 

In 2022, to continue leveraging the brand's partnership with Manchester City FC, we teamed up with Xylem brand ambassador, Pep Guardiola, to tackle these issues head on. We introduced the world to plogging (picking up litter while jogging!), in a bid to stop litter polluting our waterways and blocking our drains.

We created an emotive short film, Plogging with Pep, on World Water Day, and a challenge on Strava that gave everyone the opportunity to track their plogs using the fitness app. For World Earth Day, we launched Walk For Water after discovering that people in water-scarce countries walk an average of six kilometres a day for safe drinking water, the same distance as eighteen laps around the Etihad stadium football pitch. To raise awareness of this, we enlisted football fan Shayo to recount her struggles growing up in Nigeria to City stars including Jack Grealish while taking a symbolic walk around the Etihad. 

By the end of the campaign, we’d achieved over 25.5M impressions, resulting in people spending 959,000 hours on Strava completing our challenges (the equivalent of 110 years), to help Xylem raise awareness of global water issues.