CEO at 5THREAD | Doctoral researcher in circular economy implementation within sport | 5THREAD Podcast | Advisory Board Member I NLP Master Practitioner |
How do you encourage fans to shop more sustainably while still promoting your brand sponsors new kit? Quiet influence. England recently released a video to announce their line up for the Euros, 18 seconds into the video they show a fan shopping for England shirts in a vintage shop. Throughout the video they also show past seasons shirts, intermixed with this years strip, and shirts and tees that look worn, creased and anything but new. But why is this important…? 1. Showcasing vintage as the first destination to buy a shirt is pretty groundbreaking given the main goal of brands and clubs is to sell more new garments. This is a direct conflict of interest for a linear business model- that’s a brave move. 2. It shows fans it’s ok to wear an old shirt. It encourages fans to consider wearing a shirt they already have or buying preloved/pre owned, extending the life of existing garments. Essentially circular business models in action. 3. It moves away from the box fresh pristine idea of promoting new clothing. It shows garments that have had a life and are part of someone’s life, encouraging fans to keep, wear and love the shirts they already own. Building emotional durability- a key asset for the circular economy. The interesting thing is that England didn’t need to do this and 95% of fans won’t even consciously notice, but that’s why it’s clever. Circularity requires a change in mindset in how we consume. Often the communication around sustainability can come over as hypocritical when clubs and brands actively speak out, but by including this footage in the video it subtly and almost subconsciously encourages behaviour change, having a quiet influence that can have a massive impact. #football #euros #circularity
Three Lions squad announcement video for #EURO2024! Our fans. Our players. Our summer.
https://www.youtube.com/
Chris Whitaker
1mo
Very good article Jo. Maybe the realisation that the sports apparel industry has a responsibility to reduce unnecessary consumption has sunk in! First step, long way to go..
James Rigby
1mo
Love this insight Joanna!
BBC breakfast segment yesterday highlighted the cost of a kit and the fact the demand is driving growth in the counterfeit market