man city x puma refibre

We activated PUMA's RE:FIBRE programme throughout the season at Manchester City's stadium, The Etihad, encouraging thousands of fans to donate old garments for exclusive rewards, exciting prizes, and an opportunity to meet club legends Shaun Goater and Pablo Zabaleta.

Challenge

PUMA aimed to maximise impact with City fans on Matchday through their RE:FIBRE textile-to-textile recycling program. How could a brand activation achieve this?

Insight & Strategy

What fan doesn't like a cheeky upgrade or money can’t buy experience on match day? We knew with the right offering of experiences, fans would come in their droves to support RE:FIBRE.

Solution

City fans had a chance to win signed tickets to the super premium Tunnel Club hospitality experience, City goodies and most importantly, meet their club legends Shaun Wright-Phillips and Joleon Lescott who were collecting kit donations on the day, in person. For a bit more fun and to help generate social content, we added a competitive twist with the two players competing to collect the most garments. Fans had the fun choice to either 'feed the goat' or give 'the gift of the Zab' by placing their donations into one of two custom containers featuring cartoon versions of the legends' faces, with their open mouths serving as the bins. Fans could also snap a photo with the legends in front of a branded backdrop for socials and take-back bins were available at the Manchester City stadium store throughout the season.

Impact

Throughout the season we collected over 120,000 items of clothing, on top of all the OTS awareness, helping PUMA well on their way to their goal of using 75% recycled polyester across PUMA’s Apparel and Accessories products by the end of 2025.

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