Groundtruth

All proceeds from KULEANA will go directly into building an extensive, interactive impact campaign led by GROUNDTRUTH and Ocean Conservancy. By taking a multi pronged approach and harnessing the reach of over 8 million followers through our participants, the objective of this campaign is to drive a global movement around ocean protection and plastic reduction.

MAKING WAVES TOGETHER

The campaign will join forces with Ocean Conservancy’s new initiative, Protect Where We Play, focuses on uniting sports and entertainment fans to support ocean conservation. The campaign leverages the influence of athletes, artists, and venues to engage millions in protecting the ocean, which is vital for climate stability and the moments we cherish. For more than 50 years, Ocean Conservancy has been the world’s leading ocean conservation organization, uniting science, people, and policy to protect our ocean, today and for generations to come.

Our impact campaign includes policy screenings with key U.S. government leaders and environmental think tanks, a wide-reaching Impact Screening Tour in collaboration with aligned organizations, and in-person and virtual Q&A events across key territories.

We will also launch a targeted digital marketing and press campaign to amplify the film’s message and reach new audiences. To engage younger generations, we are developing educational toolkits and specific film cuts for use in schools and universities across the U.S., offering inspiration and tangible solutions for reducing single-use plastics.

At its core, the campaign is designed to translate awareness into action – mobilizing audiences through the combined power of sport, science, and storytelling.

The ocean is
truly
awesome. But it is not invincible.

100% of life on our blue planet is supported by the ocean.

50% of the world’s oxygen is produced by the ocean.

90% of the excess heat from climate change is absorbed by the ocean.

Millions of unique species have their habitats and ecosystems provided by the ocean.

THROUGH THE PRISM OF SPORT, KULEANA TAKES YOU ON A CINEMATIC JOURNEY OF DISCOVERY DEEP INTO THE PLASTIC POLLUTION CRISIS...

Join Team Ocean

ABOUT GROUNDTRUTH

GROUNDTRUTH® was born far from boardrooms – on the frontlines, through years of investigative filmmaking in some of the most challenging environments on Earth. There, we saw plastic pollution choking oceans, conflict displacing communities, and climate change accelerating before our eyes.

From those on-the-ground truths, we built a company with a bold mission: to transform one of the world’s most polluting and unethical industries – fashion and luggage manufacturing – from the inside out. By combining material innovation, product design, and impact storytelling, GROUNDTRUTH is more than a brand – it’s a multi-dimensional platform reshaping how we buy, how we travel, and how we care for the planet.

Through our filmmaking arm, GroundTruth Productions, we are committed to bringing humanity to the world’s most urgent issues. For over 15 years, we’ve been on the ground – camera in hand – capturing human stories from the frontlines of conflict. Today, we bring that same immersive approach to telling the story of a planet under siege. Grounded in truth, driven by purpose – we believe in the power of documentary filmmaking to cut through the noise, move hearts, and spark lasting change.

IT’S TIME TO PROTECT WHERE WE PLAY