Viral "Cotton Candy" Lobster Inspires Exclusive Sneaker Auction

SCAD Partners with Get Maine Lobster for Innovative Charity Event Benefiting Ocean Conservation and Young Creatives

ATLANTA, GA – June 24, 2025 — One lobster. Two pairs of sneakers. Infinite impact. The fashion, seafood harvesting, and philanthropic worlds are colliding at the Savannah College of Art and Design (SCAD) in Atlanta for the Haddie Kicks Auction, a one-of-a-kind event celebrating the viral fame of Haddie, a 1-in-100-million "Cotton Candy" lobster discovered off the coast of Portland, Maine. The Haddie Kicks online auction is now open to the public and closes Sunday, Aug. 31, 2025.

Three SCAD students, Qinglong Zeng (B.F.A., industrial design, 2023), Rodrick Thomas (B.F.A., industrial design, 2023), and Rekee Chen (B.F.A., fashion, 2024), took part in a 10-week studio course created by the university's innovative SCADpro program in partnership with Get Maine Lobster. Students and faculty worked to develop concepts for a unique sneaker and a comprehensive production pathway for the chosen design.

"We are grateful to Get Maine Lobster for the opportunity to use our students' incredible talents to benefit the Captain Planet Foundation and future SCAD creatives," said Jesús Rojas Ache, vice president of SCADpro and innovation for SCAD. "Haddie is one-of-a-kind, and our SCAD students used that inspiration to create unique sneakers that combine innovative and sustainable designs."

SCADpro is the university's collaborative design studio, connecting current and future art and design professionals with business leaders to find creative and inventive solutions to real-world challenges. Both pairs of the ultra-rare, Haddie-inspired sneakers being auctioned are as distinctive as the crustacean that sparked a global sensation on social media, reaching over four billion views worldwide. Both pairs of sneakers come with an unforgettable experience, curated to match the story behind the design.

"Haddie isn't just a rare lobster — she is a symbol and a reminder that beauty in nature is meant to inspire, not be exploited," said Mark Murrell, founder of Get Maine Lobster. "That's why I created Haddie Kicks: to turn rarity into impact. Each pair supports marine conservation and scholarships for young creators. This isn't just merch — it's a movement."

With a goal of raising $1 million, the campaign unites planet preservation and creative empowerment under a single mission: to make giving back, as sneakerheads say, "dope." 100% of proceeds will benefit two meaningful causes:

• Captain Planet Foundation — supporting critical marine conservation efforts
• Savannah College of Art and Design (SCAD) — funding scholarships for the next generation of designers and creatives

"Captain Planet is thrilled to work with SCAD and the Haddie Kicks effort to celebrate what is so special about our planet," said Leesa Carter-Jones, president and CEO of Captain Planet Foundation. "Those funds will go to support the incredible youth working to ensure that we preserve and protect our world for future generations."

In addition to fundraising, Murrell has committed to planting up to 12,000 mangroves on behalf of corporate sponsors who contribute $10,000 or more.

SCAD is the only university in the world to offer both a minor and M.F.A. in sneaker design, preparing students for the full spectrum of footwear possibilities in a booming, $80 billion global industry. SCAD sneaker design students hone skills in sketching, rendering, concept development, digital prototyping, sourcing, and branding.

The Haddie Kicks Auction is a call to rethink how we give, consume, and create. By blending culture, conservation, and creativity, this initiative offers brands, bidders, and changemakers alike a chance to leave their mark on the planet and the next generation of designers. Whether you're placing a bid, becoming a sponsor, or simply spreading the word, Haddie's story proves that even the rarest finds can spark the biggest waves.

Since being rescued by Get Maine Lobster in 2021, Haddie resides at the Seacoast Science Museum located in Rye, New Hampshire.

About Get Maine Lobster

Get Maine Lobster is a direct-to-consumer seafood company delivering sustainably sourced, wild-caught Maine lobster and premium seafood straight from the docks of Portland, Maine, to doorsteps nationwide. Founded with a mission to connect people to the sea through exceptional culinary experiences, Get Maine Lobster offers the freshest catch, hand-selected by local lobstermen and packaged with care. The company is known for its chef-curated seafood boxes, innovative recipes, and unwavering commitment to quality, sustainability, and supporting the Maine fishing community. Discover America's top rated lobster delivery company, with more than 17,000 five-star reviews, at getmainelobster.com.
 

About SCADpro

SCADpro is the Savannah College of Art and Design's collaborative innovation studio that generates business solutions for the world's most influential brands. SCADpro is recognized as the preeminent university partner in higher education and among design agencies worldwide. Unlike other agencies and university programs, SCADpro invites clients to engage in every step of the ideation and creative process and to work directly with student designers, professors, and alumni focused on clients' desired outcomes. For more information on SCADpro, visit scad.edu/scadpro.
 

About Captain Planet Foundation

Captain Planet Foundation (CPF) is an award-winning, U.S.-based NGO that works collaboratively to engage and empower young people to be problem solvers for the planet.

Over the past 34 years, more than 1.7 million children have directly participated in CPF's programs, which have funded 3,700+ projects, impacting 11.4 million young people around the globe. CPF's operating programs include Project Learning Garden, which has provided 750+ U.S. elementary schools with onsite learning laboratories and healthy food access; Green Heart STEM Challenge, which supports sixth through eighth students as they innovate and develop place-based solutions to the biggest challenges posed by climate change and the environment; and Planeteer Alliance, a global network of young people who are putting their passion and impatience for change into climate action for the planet.

CPF was formed in 1991 and was based on the critically acclaimed animated series Captain Planet and the Planeteers when it was co-founded by media mogul Ted Turner and series executive producer Barbara Pyle. In 2002, CPF separated from TBS and became a 501(c)3 public charity. For more information, visit captainplanetfoundation.org.
 

Media Contacts:

Melanie DeFilippis
Coda Public Relations
Melanie@codapr.com
260.241.3385

Wendy Gardner
Senior Director of PR
SCAD Atlanta
wgardner@scad.edu

Lou Cysewski
Captain Planet Foundation
lou@devcom1.com