Webinar: DMA Award Winners' 2025 Showcase - Sustainability Gold

"Change the Game" was built around a bold mission: prove that football boots could deliver elite performance without harming the planet. In an industry dominated by giants like Nike and Adidas, brand, marketing and technology agency addmustard helped Sokito, a challenger brand, stand out by stepping beyond traditional sustainability claims and leaning into authenticity and purpose.

Chaired by Dave Robinson, Customer Strategy Director, Virgin Red and Deputy Chair of the DMA Awards Committee, Lawrence Hunt, Chairman, addmustard and Jake Hardy, Founder & CEO, Sokito will take you through:

• The strategic insight that shaped the core brand promise: “Maximum impact on the pitch, not the planet.”

• How the team leveraged player-led storytelling and authentic community engagement to build credibility.

• The creative approaches that translated sustainability into performance, from the world’s first fully certified vegan performance boot to pioneering a football boot recycling scheme.

• The results behind the award win: rapid global growth, major retailer placements, strong social engagement and influential ambassador partnerships.

Don't miss your front-row seat to the boldest thinking, sharpest strategy, and most effective creative work setting new standards in marketing excellence.