Confidential. Please do not electronically forward or reproduce without consent. © Lee Chapman/Binocular LLC, September 02, 2009.

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Lee “Chappy” Chapman: Chappy@crosscutadvisory.com 917 678 5404

Create global brand velocity with the largest sports fan base.OPPORTUNITY

HDPE is a global environmental condition of epic proportion.PROBLEM

Establish 2010 FWC as the ‘green’ legacy for the world to follow.CHALLENGE

Access football’s core virtues to allow humans to live better.SOLUTION

Society is responsible for creating the ‘community’ of change.INSIGHT

FIFA REQUIREMENT: THE‘GREENEST’ FWC EVER

Repurpose HDPE as the main ingredient for size 3 footballs.IDEA

+ =

Create the first commercially repurposed and recycled football.OPPORTUNITY

The ‘Official’ Repurposed Football of the World.PRODUCT

Sizes 3

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Restore pride, dignity and wellbeing to African boys.CAUSE

11, June - 11, July 2010.IMPACT

16,000,000HDPE BAGS REPURPOSED, NOT SOUTH IN AFRICAN IN LANDFILLS

If 20% of the expected 2.5MM attendees purchases one ball.SALES

500,000REPURPOSED HDPE FOOTBALLS

10 VENUES / 9 HOST CITIES / 64 GAMES / +2,500,000 ATTENDANCE

If 20% of the expected 2.5MM attendees purchases one ball.REVENUE

$10,000,000

South African boys and their townships will earn 20% of gross.EARNINGS

R16,000,000

A goliath opportunity to make a statement to the world.UNDER ARMOUR

• project HDPEsa is the initiative to associate with FWC

• project HDPEsa is a sustainable revenue generator

• project HDPEsa will ‘push’ UA Football awareness in newEuropean and developing markets

• project HDPEsa will increase UA Football presence at FWC

• project HDPEsa will accelerate UA Football affinity withyouth and adolescent targets

• project HDPEsa will ‘level the playing field’ with football’sglobal powerhouses - Adidas, Nike, Puma

• project HDPEbr 2014 FWC in Brasil to continue the legacy

project HDPEsa will help teach FIFA values to a new generation.FIFA

• project HDPEsa can become an extension of the FIFAcharter encouraging Fair Play ‘from pitch to community’

• project HDPEsa furthers the mission of FIFA’s Green Goaland SALOC’s goal to establish South Africa as a positiveenvironmental legacy for World Cup

• project HDPEsa is scalable to every country where FIFAhas presence and HDPE is an environmental issue

• project HDPEsa products will create royalty revenue forFIFA projects, creating an annuity stream

• project HDPEbr 2014 FWC in Brasil to continue the legacy

Demonstrating a culture “alive with possibilities.”SOUTH AFRICA

• project HDPEsa is a pro-commerce community movementto solve South Africa’s HDPE environmental issues

• project HDPEsa will help train South Africa’s nextgeneration of men to excel

• project HDPEsa will be the model for the world to follow

• project HDPEsa will help SALOC create a ‘Green Legacy’

• project HDPEsa will help the South African wastemanagement community aggregate HDPE as plastics

• project HDPEsa will reverse ‘African pessimism’

• project HDPEbr to partner with project HDPEsa for 2014FWC in Brasil to continue the legacy

Local business and consumers saving their environment.PARTICIPATION

SOUTH AFRICAN LOCAL BRANDS

The largest companies in the world can solve world issues.PARTICIPATION

GLOBAL & NA BRANDS

Proven strategic initiatives that yield market success.BIO

Lee “Chappy” Chapman

(Principal of Crosscut Advisory) has been instrumental in helping some of the largestagency brands reinvent and build "best in class" Account Planning and Strategydepartments. His strategies and experience have supported numerous campaignsthat have received Effie, Addy, Pencil, and Lion awards.

He has held senior and executive brand strategy and account planning positions withTranslation, Grey, M&C Saatchi, Saatchi & Saatchi, and BBDO. He has also workedfor BBH, and J. Walter Thompson designing communication and brand strategiesfor global Masterbrands including Guinness, Red Stripe, Harp, Mountain Dew, Pepsi,Callaway Golf, Converse, Pantene , Oral B, Clairol, CoverGirl, Hugo Boss, FinancialTimes, Doritos, Travelex, NYSE, Reebok, McDonald’s, Yum! Brands, Target, StateFarm, Altoids, Frito-Lay, Gillette, and SABMiller.

Previously Chappy worked in capital markets in investment banking and private equityas securities analyst where he specialized in Emerging, Distressed and AlternativeInvestments. Chappy created the first African American-owned brewing company in2000, has advised several start-up brands, and has been a guest and panel speakerfor industry organizations and the 2009 Clio Awards. He is the founder ofBinocular, LLC an ideas production house that currently has 2 of 8 concepts indevelopment.

THANK YOU