I attended a brand workshop with Sokito, the world’s first eco-friendly boots this week. Back in my agency days, I used to love these sessions.  The debate, the poring over data, and the disagreements create lively discussion, and I always admired the individuals who didn’t say a lot. Still, when they did, they spoke with authority and simplicity.

Carlsberg used to be a real innovator in this space; they provided the platform for all of their senior agency leads to get together, break stuff and put it back together.  We were encouraged by clients like Dharmesh, Lindsey and Darren to disrupt and take calculated risks.

2024 was a huge year for Sokito.  They changed the game to become the first football boot brand to positively impact sustainable athletes, fans, and the planet.  They were the first to start their own football boot recycling scheme, the first to have a boot certified by the Vegan Society and the first to be backed by footballers who also care about sustainability.  Over 50 elite athletes from across the globe are now ambassadors and investors in the brand.  The final accolade was the Boot Wizard Boot Reviews creator network awarding the Scudetta the 2024 Football Boot of the Year award.

The Scudetta’s recognition was a testament to Sokito’s commitment to sustainability without compromising performance. The boot construction, utilising 42% bio-based materials, including corn waste, castor beans, sugarcane, and bamboo, set a new standard in eco-friendly sportswear.

As Sokito moves into 2025, the brand is ready to embark on its next chapter. Brand workshops play a crucial role in shaping such strategic transitions. They offer a platform for marketers from various disciplines to collaborate with the objective that an idea, insight or human truth can come from anywhere, no matter what level or discipline.  It was refreshing to sit down with passionate experts who provide diverse perspectives to brand positioning.

Does the brand shift its narrative from being solely the “first sustainable boot” to emphasising its performance capabilities?  How do Sokito show up against the industry giants like Nike, Adidas, and PUMA?  What do retailers want?  What data points demonstrate the wants and needs of the target consumer.  What’s apparent here is the critical need for the foundations of a brand.  Below are just some of the elements that are critical to any brand positioning exercise:

• Brand DNA and Provenance: What is Sokito’s story? What does Sokito mean? How does the brand reinforce its unique market position to becoming the most ethical sports brand
• Mission and Vision: Clarifying Sokito’s purpose and long-term aspirations ensures all strategies align with the brand’s core values.
• Tone of Voice: Establishing a consistent and authentic communication style helps build trust and recognition among consumers.
• Target Consumer: Identifying and understanding the primary audience for tailored messages that understand their lifestyle and cultural touch-points

Drawing from my experience with PUMA Football, I recognise the challenges and intricacies involved in brand positioning within the competitive sportswear market. The big brands have tried and failed to deliver a sustainability message.  The supply chain is so vast it can’t be more than a token gesture to tick off an ESG objective which we know is important to consumers. A recent YouGov survey stated 21% of UK consumers are willing to invest more in products that favor sustainability.

As someone who is inspired by ethics in sport, I appreciate Sokito’s dedication to merging sustainability in sports with high-performance products. The session demonstrated to me the delicate balance between maintaining core values and adapting to market demands.  I personally think brands in the sustainability space can be too nice at times, don’t be afraid to annoy 80% of people in order to turn on 20%. How can humour play a part that translates to the terraces.

My prediction is that Sokito is in for a huge year proving that sustainability and performance can coexist. The insights gained from the brand workshop will undoubtedly guide the brand in navigating this evolution, I look forward to seeing what Jake, Dan and Grace have in store.