Bayern Munich’s Post-Game Dinner
After Bayern Munich’s unexpected defeat to Aston Villa in October’s Champions League match, the team gathered for a post-game dinner at The Belfry Hotel & Resort, following a traditional German ritual. During this meal, Thomas Muller noticed a branded cap and immediately called Harry Kane over to see it. Excited about seeing the sportswear brand Reflo, which he had often heard Kane discuss during their golf outings, Muller mistakenly thought a nearby man was an employee associated with the company. Kane chuckled and corrected him, revealing that the man was actually Rory MacFadyen, the co-founder of Reflo.
Reflo: A Sustainable Sportswear Brand
Reflo is a nascent sportswear company specializing in environmentally friendly apparel made from recycled materials. While they have partnerships with smaller clubs like Luton Town and Forest Green Rovers, as well as three Formula E racing teams, having Kane—a world-renowned footballer—on board has positioned Reflo in the spotlight.
Kane’s Commitment to Sustainability
For Kane, the allure of collaborating with Reflo goes beyond mere sponsorship; it involves a hands-on role that goes against the typical ambassador model. He was attracted by Reflo’s commitment to sustainability, pledging to plant a million trees in Madagascar and Mozambique. This cause resonates with him, especially after learning about the brand’s objectives from his brother Charlie, who initially reached out to the company. Given his passion for golf and his three handicap, the brand’s sports focus further appeals to him.
Insights from Rory MacFadyen
MacFadyen shared insights into the partnership, noting that Kane provides valuable feedback on product design and often discusses the brand with fellow athletes, which helps raise its profile. He recalled a conversation with a prominent golfer who commented on how Kane had already informed him about Reflo.
A Trend in Athlete-Brand Partnerships
Kane’s decision to work with Reflo mirrors a trend where top athletes like Roger Federer and Stephen Curry seek to establish deeper connections with their brands instead of just being figureheads. Federer famously transitioned from Nike to On Running in 2018, taking on a partial ownership role, enhancing the brand’s reputation in the competitive athletic footwear market.
The Shift in Athlete Engagement
Marketing expert Joe Davis pointed out athletes today desire partnerships that align with their personal values and social responsibility. They are increasingly selective and seek to engage more deeply with brands they endorse, creating a significant shift in how brand partnerships are developed.
Stephen Curry’s successful collaboration with Under Armour since leaving Nike in 2013 exemplifies this model. Curry has not only fronted signature shoes but also helped to create the Curry Brand under the Under Armour umbrella, actively participating in the brand’s vision and legacy. His involvement allows him to invest in community initiatives, aligning with his desire to impact beyond the court.
