(RE)BOOT: CHANGE THE GAME
(re)boot was born to eliminate waste in the sports industry and keep gear in play for longer, by collecting used materials from professional clubs and transforming them into new products.
We want to show the sports industry that harnessing the power of passion and purpose is possible. Not only is waste being reduced by upcycling worn sports equipment, but the power and influence of these clubs is leveraged to drive real change. With every piece created, this partnership is revolutionising the sports industry and making a positive impact on our planet.
Year: 2023 / Client: (re)boot
Agency: AKQA Bloom
To launch (re)boot, a partnership was formed with Inter Miami. Club–discarded kits and gear were used to create the first initiatives to move the Major League Soccer towards a circular model for waste.
To emulate a model for circular waste, (re)boot partnered with designer Justin Mensinger to create a new collection for Inter Miami’s Academy, turning used professional jerseys into kits for the future generation of the game. The kits were launched at an official match walkout with the players.
(re)boot’s visual identity is a reflection of a unique approach to sustainability. Through the art of deconstruction and reconstruction, new life is breathed into the worn sports equipment, turning discarded gear into statement pieces with visually captivating forms and textures. The logo and name symbolise the transformative power of rebooting, reinventing and reimagining. Every visual element presented embodies a commitment to sustainability and innovation, inviting others to see the potential in repurposing.