Reading Time: < 1 minute Jaden Smith is helping reduce plastic waste with his brand JUST 
Reading Time: < 1 minute

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’.


“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.”

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.