2025 Gold Sustainability
15 Dec 2025
Agency: addmustard
Client: Sokito
Entry Name: Change the Game
Executive Summary
45 million pairs of football boots are purchased every year; 12.5 million end up in landfill. The beautiful game might be turning ugly. Enter Sokito, a disruptive brand proving sustainability and performance can succeed.
Strategy
Founded with a bold promise, ‘Maximum impact on the pitch, not the planet’, Sokito set out to compete head-on with Nike and adidas by being authentic and relentlessly innovative, turning its mission into a movement.
The brand couldn’t outspend its rivals, but let authenticity do the work. Research from UEFA and FIFA showed 62% of players are concerned about football’s environmental impact, but fewer than 10% feel brands offer credible alternatives. That gap became an opportunity. The campaign was rooted in authenticity: letting the boots and the players tell the story.
Creativity
Boots are game-changing. Their feel, performance and look can make a footballer feel different about their game. That insight shaped the creative: performance first, sustainability hand-in-hand. The Devista, built from corn waste, castor beans, recycled carpets and wood fibres, was the world’s first fully certified vegan performance boot. Tested under extreme forces, it proved that sustainable innovation could match elite standards. The Scudetta followed, a lightweight, fast boot reviewed as ‘the top boot of 2024’.
Brand thought ‘Change The Game’ was devised with limited budgets, creativity coming from resourcefulness: letting more than 100 professional footballers invest their time, passion and voices in Sokito. Their stories were maximised through social-first films and influencer collaborations.
Sokito launched the world’s first large-scale football boot recycling scheme, transforming waste into a story of change.
Results
Sokito has delivered results that prove sustainability and performance can thrive together. Global sales reached $3m, with 511% year-on-year growth, creating $33m in equity value within two years. Sokito is now stocked by 20 of the world’s top football and sportswear retailers, with landmark partnerships secured with Soccer.com in the US, Unisport in Europe, Kamo in Japan and Ultra in Australia.
Brand visibility grew by 700%. Social reach exceeds 1 million monthly views, with engagement rates doubling from 3.8% to 7.8%. A joint launch with Nigeria captain Will Troost-Ekong and Unisport generated 400,000 engagements and 10,000 registrations in just one month - record-breaking numbers for a challenger brand.
The Team
Dan Sandison, Head of Brand, Sokito - Jake Hardy, Founder and CEO, Sokito - Liam McSherry, Impact and PR Manager, Sokito - Agathe Altwegg, Senior Designer, addmustard - Emily Duke, Head of Brand, addmustard - Felix Lopez, SEO Manager, addmustard - Harriet Kennedy, Head of Design, addmustard - Hermione Wright, Content Manager, addmustard - Joseph Patterson, Technical Director, addmustard - Lawrence Hunt, Chairman, addmustard - Lindsey Price, Project Manager, addmustard - Louis Roberts, Senior Project Co-ordinator, addmustard - Marina Fraser, Data and Analytics Manager, addmustard - Rebecca Brinkley, Designer, addmustard - Reece Starr, Creative Director, addmustard - Rochelle Allfrey, Strategy Director, addmustard - Sam Brooker, Head of Paid Media and Performance, addmustard - Teresa Rodriguez, Head of SEO, addmustard - Tim Waring, Head of Development, addmustard - Will Berrystone, Paid Media Manager, addmustard - Xandice Armah, Developer, addmustard