The Assignment:
When PUMA set out to launch its textile-to-textile recycling program RE:Fibre ahead of Euro 2024, the global sportswear brand turned to WestWord Communications for help. The RE:Fibre program was an initiative that took old football (soccer) jerseys and recycled them into new product. Ahead of Euro 2024, PUMA hoped to encourage people in Germany, the tournament’s host country, to participate, by bringing old jerseys to designated recycling centers around the country.
Needing to reach a broad audience in Germany that included both native Germans and the millions of international visitors traveling in Germany that summer, PUMA turned to WestWord Communications.
With its background in international communications, and with long-standing connections in the sports industry, WestWord was eager to help.
The Challenge:
Communicating Sustainability with Clarity and Impact
Ahead of Euro 2024, When PUMA prepared to launch its RE:Fibre campaign, the global sportswear brand faced a significant communications challenge.
The initiative centered on textile-to-textile recycling, turning old clothes into new ones through an innovative closed-loop system. While the process itself was ambitious, the brand needed a way to communicate this technical concept in a way that resonated emotionally with diverse audiences, from environmentally conscious Gen Z consumers to mainstream sports enthusiasts.
Furthermore, PUMA faced a certain amount of inherent friction as it encouraged people to participate. Namely, the program required people to bring used garments to specific drop-off points in major cities around Germany.
A successful campaign therefore needed to accomplish three things. It had to…
- Educate people about clothing waste
- Educate people about the RE:Fibre solution
- Reduce the barrier for participation by highlighting dropoff locations
The Approach:
Crafting Copy that Educates and Inspires
WestWord began by immersing itself in the details of PUMA’s textile recycling process. WestWord collaborated with PUMA’s sustainability division and marketing teams to understand both the science and the brand’s ambitions. The agency then developed a multi-layered copywriting strategy, designed to speak across PUMA’s platforms, from global ad campaigns to in-store messaging, social media, and digital landing pages.
The first step was distillation. WestWord worked to translate the complexity of the RE:Fibre process into simple, striking language. Instead of focusing on recycling mechanics, they emphasized human-centered storytelling, emphasizing the journey of old garments transformed into something new and functional. The idea was to communicate renewal and circularity in ways that were aspirational, not overly technical.
Next came alignment with PUMA’s brand voice. PUMA has always positioned itself as bold, energetic, and youthful. WestWord ensured that the campaign copy did not drift into the overly academic tones that often characterize sustainability messaging. Instead, WestWord injected vibrancy and positivity. The narrative highlighted action and progress, shifting the sustainability story from obligation to opportunity.
To adapt the messaging across touchpoints, WestWord created a streamlined copy system. Taglines, campaign slogans, and short-form headlines were paired with longer explanatory texts for PUMA’s digital channels. Social media content emphasized immediacy and shareability. Meanwhile, web copy and in-store signage provided more detailed explanations, giving consumers who wanted depth the clarity they needed.
Finally, WestWord helped PUMA remain authentic. They avoided vague terms like “eco-friendly” and instead used concrete, verifiable language about the recycling process. By reinforcing transparency and explaining not just “what” PUMA was doing, but “how” it was doing it, WestWord helped PUMA build trust with an audience increasingly skeptical of green claims in the fashion industry.
The Outcome:
Strengthening PUMA’s Sustainability Voice
The RE:Fibre campaign launched with striking visuals and bold, consistent messaging powered by WestWord’s copywriting. The result was a campaign that cut through the noise of sustainability marketing, delivering a story that was as accessible as it was credible.
Throughout EURO 2024, fans across Germany encountered the RE:Fibre messaging, participating in large numbers. But the campaign’s success went beyond the amount of discarded garments that were collected and repurposed. For PUMA, the RE:Fibre campaign marked a shift in how the brand communicated its sustainability initiatives.
With WestWord’s help, the company established a consistent tone of voice for environmental storytelling. One that was energetic, hopeful, and grounded in transparency and offered a foundation for how PUMA could communicate similar initiatives in the future.
Ultimately, the RE:Fibre campaign demonstrated that effective communication goes beyond facts and figures. It lies in crafting language that inspires consumers to see themselves as part of a larger movement.
That’s exactly what was accomplished with RE:Fibre.
