Why We Built kitround360: Making the Case for Reuse with Data

A year ago, I wasn’t losing sleep over the life cycle of football boots. Things change. With a background in global affairs, I spent most of my time looking at big systems – the policies, industries, and behaviours that shape how the world works (or doesn’t). My dissertation focused on the environmental legacy of mega-sporting events, attributing every event from 2006 a ‘legacy score’ to show how sport can drive progress – or leave a trail of ecological destruction if no one’s paying attention. Working at kitround has felt like a very real extension of that dissertation. Less theory, more mud on your boots (sometimes literally). Less talking about the circular economy, more trying to make it exist.

kitround was initially created to address a glaring gap in the market: a marketplace for preloved, or ‘pregamed’, sportswear and equipment. The platform gave the opportunity for consumers to buy and list pregamed kit and equipment that had been collecting dust; typically, it was the wrong size or simply was no longer suitable. Our initial campaign with David Lloyd Clubs was hugely successful and saw an influx of over 6,000 items donated. Further evolution has seen brands, charities, athletes, schools, and partners work together with kitround to make sport more accessible and affordable for all.

However, as the platform grew, so did our understanding of the environmental impact of the industry. I could list numerous (terrifying) facts that we’ve learnt in this process – but I’ll save that for another time. Faced with our newfound knowledge and bags upon bags of kit, it became clear that the environmental impact of keeping this kit in circulation is both profound and underexplored.

As consumers, the benefits of recycling and reuse are clear to understand. The concept of keeping items in reuse or repurposing them is intuitively the ‘correct’ thing to do. However, what isn’t so clear is the material impact of this reuse. How can consumers gain an understanding of the benefits of recycling and a circular economy in an arena characterised by grand (often unmet) pledges by corporations and governments? When data is shrouded in a methodological mist, sourcing the true impact of reuse is worryingly difficult to quantify.

It is this line of reasoning that led to the creation of kitround360 – the platform’s insight engine. Aiming to lift this veil of confusion, kitround360’s goal is to quantify the true impact of sportswear production, on both a micro and macro level. Giving users insight into the impact of their purchasing decisions empowers them to choose pregamed with confidence – not because of slogans, but because of the data.

The fractured nature of global supply chains makes creating such an index a challenging feat. It is not in the manufacturers’ interest to supply transparent data on their processes. In the chance that this data is recorded, its availability is thwarted as brands push to keep their cards close to their chest. The global economy promotes economic efficiency at whatever cost. The result is the creation of a comfortable grey area in which both manufacturers and brands are given ample wriggle room to continue production methods that are obscenely harmful for the planet, without fear of regulation shining a spotlight. With a lack of incentive to adopt the innovative sustainable methods we know exist, brands and manufacturers are comfortable maintaining the status quo – shielding the true cost of consumption to consumers.

Despite this, it is not all doom and gloom. As mentioned, innovative solutions exist, and research continues to be carried out. Certain brands (notably Decathlon and manufacturer Kukri) are championing sustainable methods, whether that be in quantifying their impact, or by pursuing sustainable manufacturing methods. These efforts should be applauded as the current economic climate and nature of global trade perversely reward those that do not adopt such measures. If we’re to change tack in the industry, transparency should be incentivised to create an environment in which sustainability is a critical component for business operations, rather than a buzzword to use in annual impact reports.

The cloud of data uncertainty makes scholarly research concentrated in scope, unable to explore the macro behaviour of the industry. With so many cogs in the machine turning, it’s difficult to know where best to apply pressure. Existing academic research often employs varying data collection methods and varying modes of analysis. Without a standardised format, research is still working towards producing these insights in a digestible and accessible format for the consumer. That is not to say that this research is not valuable – rather, its value increases by the minute as the industry leads the planet down an irreversible path. The Achilles heel of this research, however, lies in the industry’s broader transparency woes.

It is this transparency that is at the forefront of evolving legislation. The EU digital passport (DPP) is a shining example of this. Designed to provide essential product information, the DPP will enhance transparency across product value chains, providing essential information regarding each product’s origins, materials, environmental impact, and disposal recommendations. The DPP embodies the industry’s recalibration that is so sorely needed. The industry (and kitround) is bracing themselves for a (hopeful) tidal wave of data and transparency in the near future. The road that lies ahead is exciting, confusing, but above all else, characterised by hope and a willingness to change.

For all these reasons, creating kitround360 is no easy feat. It is an iterative process – a persistent data collection exercise. Our goal is to provide consumers and partners with the best data available, firmly grounded in transparency. kitround has no desire to overstate impact and feed the ego-stroking monster of empty sustainability rhetoric (a beast, that frankly, has had enough food).

kitround360’s insights are based on a synthesis of existing Life Cycle Assessment (LCA) data on products, scholarly research, and primary data collection. We’re able to provide consumers and partners with insights regarding CO₂e (carbon dioxide equivalent emissions) and waste analysis on the products that flow through the platform. This data is not only valuable to consumers, but also partners working together with kitround. As ESG reporting becomes standard corporate practice, being able to honestly quantify the platform’s impact becomes invaluable.

We view these insights as a solid foundation to build upon. Future metrics have been targeted, and once capacity allows, will be brought into kitround360’s arsenal. To create an arm of kitround that entrenches understanding in numbers, not slogans, is a challenging one – but a wholly worthwhile endeavour if the transition to a circular economy is to be fruitful.

To learn more, sign up here and we’ll keep you updated on our progress.