45 million pairs of football boots are purchased every year. 12.5 million pairs end up in landfill. The beautiful game might be turning ugly.
Enter Sokito, a business that designs and manufactures high-performance football boots from plant-based and recycled materials.
Sokito’s founder is aiming to build a £100m business within five years, capturing 0.5% of the global football boot market and building a global, sustainable sportswear brand.
Our multi-channel campaigns have focused on a core proposition: “Maximum impact on the pitch, not the planet”.
Sales have grown 511% YoY. Brand visibility is up 700%. Eleven of the twelve top global football retailers now sell Sokito.
We’ve created a business worth over $30m in value, barely three years after launching. By combining rapid commercial growth with industry-defining innovation, Sokito has shown that responsible production doesn’t mean compromise.
We’re delivering on both performance and planet.
We’re Sokito, and we’re changing the game.
Footballers love their football boots. The feel of them, the look of them, the reaction they evoke from their teammates. Whether you’re seven or seventy years old, football boots are not just important to footballers: they become part of you.
Enter a 26 year old entrepreneur, with a passion for football and the planet. On a trip to Asia, he discovered it was possible to make shoes from recycled and vegan materials. So naturally, he posed the question: can we make high performance, durable football boots from sustainable materials?
Jake Hardy, Sokito’s founder, engaged addmustard, a full service marketing agency that works exclusively with entrepreneurs. We built Sokito around a single promise: “Performance boots for maximum impact on the pitch, not the planet.” This became both a rallying cry and a filter for every decision we made – from the fibres in our fabrics to the way we spoke to players and fans.
We knew credibility was critical in a market dominated by Nike and Adidas. To compete, we rooted our strategy in authenticity: letting the boots, and the players who wore them, tell our story. We engaged more than 100 professional player ambassadors and athletes who invested their time, voices and money to support Sokito’s mission.
Innovation in Production
Turning passion into product was not straightforward. Football boots endure extreme pressures – sprinting, twisting, tackling, on grass, turf, mud and synthetic pitches. We faced skepticism that recycled and vegan materials could ever perform at this level.
After relentless testing and iteration, we achieved a world-first: the Devista – the first fully certified vegan performance football boot. Built from bamboo, castor beans, corn waste, recycled carpets, rubber and wood fibres, it showed that responsibility and performance could exist side by side.
But we didn’t stop there. We launched the world’s first football boot recycling scheme, becoming the first company to recycle any kind of footwear at scale. This bold step turned a symbol of waste into a circular system, earning us the Green Business Awards’ Recycling Project of the Year.
Extending Responsibility Beyond the Boot
Sokito’s commitment goes further than manufacturing:
Since launch, Sokito has continued to challenge the football boot industry on a global scale – proving that sustainability and performance can go hand in hand.
Sokito is more than a football boot company. It is a movement showing players, clubs and fans that responsible consumption and production are possible without compromise. By addressing the full lifecycle – design, use, recycling, and education – Sokito is changing the way football thinks about its footprint.
We set out to change the game. And with every recycled pair, every new player who laces up, and every voice added to our cause – we’re doing exactly that.
In 2024, we expanded into the USA, Asia and Europe, taking our mission worldwide. We launched the Scudetta – a fast, lightweight, sustainable boot. Reviews were extraordinary: top influencers ranked it “one of the top 3 boots of the year,” and it sold out within days, outselling established brands in key markets.
We are stocked by 19 of the world’s top 20 football and sportswear retailers. Landmark partnerships with Soccer.com (USA’s largest), Kamo (Japan’s biggest, 2026 launch) and Ultra (Australia’s biggest, Q3 2025) cement Sokito as a credible global brand.
A joint launch with Nigeria Captain Will Troost-Ekong and Unisport generated 400,000 fan engagements and 10,000 registrations, breaking records for boot promotions. Social reach exceeds 1M monthly Instagram views, while visibility is up 700% and engagement has doubled from 3.8% to 7.8%.
Financially, growth has been explosive: $33m in equity value created since launch, $3m global sales and 511% annual growth. Trade and direct sales are accelerating with eight new models in the pipeline over 18 months.
Momentum is reinforced by media coverage in Forbes, ESPN, Sky Sports, BBC Sport, TNT, ITV and Gary Lineker’s “The Rest is Football” - putting Sokito at the heart of football’s environmental future.
Most importantly, players and professionals agree: sustainable boots can be the best boots. From Sunday League to national captains, reviews describe Sokito as “up there with the best I’ve had in 30+ years” and “like it’s from the future.”
Sokito set out to change the game. The results prove we are.
