PUMA, the global sports company, has just revealed an expansion of its RE:FIBRE textile recycling technology. Starting from 2024, this innovative process will replace recycled polyester in all PUMA football Club and Federation replica jerseys. This shift aims to enhance sustainability in sports apparel.

Initially launched in 2022 with recycled training jerseys, RE:FIBRE has since been employed to create replica kits for the Women’s World Cup teams of Switzerland and Morocco, as well as Girona’s Third kit for the 2023/24 season. The big move in 2024 involves using RE:FIBRE for official PUMA football replica jerseys, including those for the Euro and Copa América tournaments. Notably, these materials are sourced from old garments and factory waste, moving beyond the reliance on recycled plastic bottles.

PUMA's RE:FIBRE initiative tackles the challenge of textile waste with a sustainable recycling solution. By using polyester material from various sources, such as factory offcuts and pre-loved clothes, the program offers a versatile approach to recycling garments of any color.

Anne-Laure Descours, Chief Sourcing Officer at PUMA, expressed the brand's ambition to have 100% of product polyester derived from textile waste. Recognizing the environmental risks associated with textile waste in landfills, PUMA is committed to reshaping production methods and adopting a circular business model as part of its sustainability strategy.

To simplify the understanding of the RE:FIBRE process, PUMA has utilized Computer Generated Imagery (CGI) in a video. This visual explanation takes viewers through the intricate molecular chemistry at work in the recycling process. The video aligns with PUMA's dedication to making sustainability initiatives accessible to a wider audience, especially the youth, as identified through their research.

In response to the desire for more accessible information, PUMA released The RE:GEN REPORTS podcast in June 2023. This initiative aims to make dense sustainability information more understandable and tailored to a Generation Z audience.