Fabric of the Game: Reflo sets sights on further sustainable teamwear partnerships 🎽
On the back of investment from Bayern Munich and England star Harry Kane, Reflo is a brand not just entering the sustainable activewear space but that is poised to redefine it in the years to come...
The Sports Pundit Social Club (SPSC) was designed to enable you to hang out with other readers (i.e. exceptional folk from across the industry) without the heavy cost that often goes with traditional sports industry events.
To see upcoming events in Feb in places like London, Manchester, New York, and LA, and to reserve your place, follow this link below 👇
BIG IDEA
Environmental sustainability should be on the mind of every sports team and brand.
While the EU recently pushed back the deadline for their more stringent reporting standards on sustainability until 2026, this is an area that will no-doubt become increasingly pertinent in the years to come.
Not only that, but as teams and brands scramble to attract the younger fan, studies showing Gen-Z care more about sustainable buying decisions should stand out. As should the fact that 54% of them will pay 10% more on a sustainable product, compared to just 23% of Baby Boomers.
Enter Reflo, a brand that's not just entering the sustainable activewear space but that is poised to redefine it on the back of investment from England’s all-time leading goal-scorer, Harry Kane.
It’s not just individual athletes like Kane that Reflo is after, though.
Having started out in golf, co-founder Rory Macfadyen's recent insights on the Sports Pundit Podcast with Andy Marston shed light on how the company is gearing up to change the game when it comes to teamwear through innovative partnerships and a steadfast commitment to environmental responsibility.
Soon to launch with a Formula E team, which is signed for next year, they are currently in the middle of developing an entire teamwear collection.
Reflo’s mission is clear: transform the lifecycle of teamwear from a linear path to landfill into a circular model of renewal. Similar to what Patagonia has achieved within the outdoor apparel space.
This approach is a breath of fresh air in an industry where the end of a season often means the end of a kit's lifecycle. It’s currently estimated that over 600,000 tonnes of sports apparel ends up in landfill each year.
The introduction of Reloop, Reflo's recyclable model, signifies a significant step forward.
“At the end of the season, when you no longer need that kit anymore, and it's probably going to end up at the back of your cupboard and then eventually in a bin, let's have a take back system where we take that back and mechanically recycle that back into recycled polyester,” explains Macfadyen.
This initiative isn't just about reducing waste; it's about creating a sustainable ecosystem within the sports industry that values the lifecycle of its products.
This also means forging partnerships with teams that share their vision for a sustainable future.
“Our first ever partnership was with Veloce [Racing] in Extreme E,” explains Macfadyen. “We're always looking for people who have the same philosophy as us, who want to do things a bit differently.”
“If it's just a case of [saying] ‘How much is someone going to pay me to put their badge on a football kit [and] sell it for us,’ we're not going to compete with Castore, Nike, Adidas, Umbro... But, if someone genuinely wants a more sustainable story and wants to do things differently, then we are one of the go to [brands].”
However, the journey toward sustainability isn't without its challenges, particularly when balancing commercial interests with environmental goals.
Macfadyen is candid about the complexities of encouraging teams to adopt longer-lasting kits in an industry driven by sponsorship changes and commercial revenues. There is a balance to be found.
“We would love to encourage [teams to increase the longevity of their teamwear] but in reality, it's very difficult because there's a commercial value to major sports teams selling apparel,” he explains.
“[It’s got to be] sustainability that makes commercial sense,” says Macfadyen. “That's where we've tried to position ourselves. At the end of the day, we know that if we went in and had a proposition which was completely unworkable then we may as well give up.”
As Reflo gears up to launch its Reloop model with more sports teams, the brand is at the forefront of a significant shift in the industry. Its mission goes beyond merely selling products; it's about initiating change, fostering sustainability, and inspiring others to follow suit.
“[Reloop] will be a game changer in the teamwear space because most of the kit [is] able to be recycled at the end of the season. That doesn't exist right now. That's something that we'd like to take into football, cricket, [and] other sports, and we think there's a big opportunity there.”
As Reflo continues to push the boundaries, its efforts may well lead to a new standard in sports, where sustainability and performance go hand in hand.
In a world increasingly aware of environmental impacts, initiatives like Reloop are not just commendable; they're critical in getting ahead of upcoming regulations and in appealing to the next generation, who are much more sustainability conscious.
While Reflo staunchly refuse to follow the current fast-fashion trail, their pioneering, alternative approach may well be what sets the pace (and the standard) for others to follow.
The question is, alongside Veloce Racing from Extreme E and the yet-to-be-disclosed Formula E team, who will be the others to make an early move?
Not yet a subscriber? Join over 2,000 sports business leaders, from Formula 1 to the Premier League, that read Sports Pundit every week to get impactful industry insights.
THE PODCAST
Want to hear more from my conversation with Rory?
We discuss working at the Icons Series and meeting Harry Kane, developing a passion for sustainability, differentiating from giants like Nike and Adidas, the opportunities inside Roblox and video games, balancing sustainability with commerciality and much, much more.
Listen to the full podcast via the link below - and I’d love to hear what you think!👇
The Sports Pundit Social Club (SPSC) was designed to enable you to hang out with other readers (i.e. exceptional folk from across the industry) without the heavy cost that often goes with traditional sports industry events.
To see upcoming events in Feb in places like London, Manchester, New York, and LA, and to reserve your place, follow this link below 👇
JOB BOARD
Marketing Manager, International Cricket - England & Wales Cricket Board (London, UK)
Senior Strategic Project Manager - England Rugby (London, UK)
Sales Manager - Tottenham Hotspur (London, UK)
Partnerships Manager - Liverpool FC (Liverpool, UK)
Fan Experience Manager - Alpine F1 (Enstone, UK)
Apply via MLS Talent
Senior Partnerships Manager - Sports (UK)
Director - Sponsorship Strategy - Sports (UK)
Do you have a job you’d like to promote to the amazing readers of this newsletter? Email me 📩
JOIN ME!
Sports Pundit (Andy Marston) is excited to be part of What The Footie’s Athlete Investor Summit on Friday 22nd March.
The event will feature panels and fireside chats from speakers including recent Sports Pundit Podcast guest Matt Gentry, as well as:
Dame Jessica Ennis-Hill: Olympic Gold Medallist & Co-Founder of Jennis
Chris Smalling: Professional Footballer, Athlete Investor & Investor in the Players Fund
Eric Dier: Athlete Investor & International Footballer
Fergus and Ruari Bell: Managing Partners of the Players Fund
Stuart Duguid: Co-Founder & CEO at EVOLVE Agency and Hana Kuma & Agent to Naomi Osaka
Toby Wakefield: Brand Director for Jesse Lingard & MD of Jlingz Esports