(re)boot collected used gear and materials and transformed them into new products. We started with Inter Miami by collaborating with upcycling Designer Justin Mensinger to turn used jerseys into kits for the training academy. To launch it, we decided on an outdoor activation, where we debuted the kits at an official match walkout with the youth players displaying our gear. We made a soccer walkout, a catwalk.

A second collection for the fans was created with ROW_____Z. The jerseys became official MLS merchandise, and sold out. Making every jerseys a piece of communication to promote the brand.

The way we make and buy clothes is not sustainable. Each item of clothing is worn 7 to 10 times before being discarded. But the professional sports industry discards things even faster.

Every season, leagues, clubs and athletes all over the world discard used sports equipment, contributing to a growing waste problem. Major League Soccer alone goes through 12,800 pairs of boots and 5,400 balls a year. Traditional recycling and donation methods fall short due to the variety of materials involved.

We launched (re)boot through a partnership with Inter Miami CF. For context, Inter Miami is one of the most relevant soccer teams in Major League Soccer, which is a US men's professional soccer league. Its roster includes soccer icons like Lionel Messi and Luis Suárez. The Miami based team, co-owned by David Beckham, has been attracting record crowds, recently drawing the third-largest crowd for a regular-season game in MLS's three-decade history.

Additionally, Miami is a major hub of innovation being deemed one of 31 tech hubs across the United States. It is home to major talent from across the Americas, and considered the “hub” of the Americas. Additionally, Miami is a coastal community with a sensitive ecology.

All of these variables created the right cultural, regional, national AND international context to design, develop and launch (re)boot, the first upcycling initiative for used in-play gear, here in the city of Miami, with Inter Miami.

Over the years, the landscape of fashion consumption has evolved, influenced by the rise of fast fashion. Consumers now purchase 60% more clothes than they did 18 years ago, with each item typically worn 7 to 10 times before being discarded. However, the professional sports industry only wore their gear twice per game.

Our objective was to go beyond reducing, reusing, and recycling—and pioneer a transformative approach to managing sports gear waste. We needed to repurpose discarded equipment from various clubs, creating a new model that not only reduces waste but also resonates with the values of sports fans.

Our challenge was creating innovative, sustainable strategies to establish a circular lifecycle for sports gear. This solution needed to be economically viable and operationally feasible for sports teams, with the potential for adoption across different sports leagues, thereby setting a new standard in sports industry sustainability.

(re)boot’s impact spans far and wide. As a multifaceted effort, it launched by introducing Inter youth training academy kits championed by the players themselves at an official MLS match walkout. The fashion items created by (re)boot in partnership with ROW_____Z became official MLS merchandise, and sold out. Lastly, collaboration with artist Carlos Herrera was featured in publications and across social channels after launching at the culturally influential Art Basel, Miami.

Over two seasons, 5,000 units of damaged or residual sportswear were recovered. Imagine the waste that will be mitigated in the years to come.

Our goal is to work with each MLS team to reach new and diverse audiences. Strategically this will allow the reduction of vast amounts of waste and additionally leverage the influence of these clubs to create a movement. With every (re)boot product launch, it is revolutionizing the sports industry and sustainability.

(re)boot’s first upcycling collection was launched in partnership with Inter Miami CF and designed by fashion designer Justin Mensinger. We turned used jerseys into kits for the training academy and the youth players. To launch it, we decided on an outdoor/ambient activation, where we debuted the kits at an official match walkout with the youth players displaying our gear. For the first time, we made a soccer walkout, a catwalk. A statement for sustainability in sports. The brand activation was also displayed in ambient media, such as the jumbotron at the stadium.

Following this activation, we launched a second collection for the fans in partnership with fashion designer ROW____Z. The jerseys became official MLS merchandise and sold out, making every jersey a piece of communication to promote the brand wherever the fans were.