Sporting Giants

Who we are?

Sporting Giantsis a purpose-led sports consultancy helping brands and rights-holders unlock value and create lasting impact. We specialise in strategy, sustainability and activation, designing programmes that help sport become a force for good.

Why we partnered with kitround

We believe the future of sport is circular. By partnering with kitround, we’re helping accelerate that transition, turning unused kit into action, insight, and inspiration. Together, we’re supporting a more sustainable system for sport, built on reuse, data, and behavioural change.

Our objectives together

Under the shared banner of “Play it Forward,” we’re collaborating to spotlight circular solutions that cut waste and carbon, and reframe how the sports sector views surplus kit.

Co-design digital content, athlete stories and club activations
Deliver sustainability messaging rooted in lived experience
Use kitround360 data to create a feedback loop for stakeholders
Demonstrate how kit reuse can unlock both environmental and social value

This is about making circularity visible, relatable, and measurable across sport.

Two people sitting on Olympic rings with 'Paris 2024' below, against a blue sky.

"Sport has the power to lead change, and this partnership shows how smart, sustainable choices can ripple from elite to grassroots."

Scott Over, CEO

What's next?

In late 2025, we’ll launch a series of co-branded activations with clubs, athletes and governing bodies showing what circular kit can really do. These will include athlete-led donation drives, kit storytelling content, and interactive insights to engage both fans and funders.

Why we exist

In the UK an estimated 100,000 tonnes of sportswear ends up in landfill each year.

Why we exist

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