A partnership between JUST Goods, founded by Will & Jaden Smith, and Virgin Sport will see this weekend’s ASICS London 10K ditch single use plastic bottles.

JUST Water cartons will be distributed at the finish line, with 100% recyclable cups replacing 40,000 plastic bottles along the route. It is part of Virgin Sport’s pledge to deliver the ‘most eco-friendly mass participation fitness events in the UK’; which includes removing 500,000 single use plastic bottles from its entire 2019 programme.

“JUST is incredibly proud to join efforts alongside Virgin Sport at the Asics London 10K to reduce plastic at the event.  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,” said Ira Laufer, JUST, CEO.

The ASICS London 10K takes place on Sunday – 21 July.