The Play More Jersey

Purpose

The Play More Jersey is about changing the way the sport industry thinks about what it produces – and why.

Every season, millions of new football shirts are manufactured, worn a handful of times, and replaced. Not because they wear out. Because the industry is designed that way.

Together with Norwegian outdoor brand Northern Playground, We Play Green has created a jersey that does the opposite.

Background

Football has quietly become part of the fast fashion system.

New kits every season. New sponsors. New designs. Old shirts pushed to the back of the drawer – or into the bin. The global sports industry has built planned obsolescence into its business model, and supporters have been conditioned to keep up.

The numbers tell the story: millions of tons of textile waste are generated by the sports industry annually, large amounts of microplastic pollution enter our waterways from synthetic fabrics, and an estimated half of all football equipment becomes waste within a year.

This is not an accident. It is a choice – made season after season, by an industry that profits from it.

But the industry does not change until demand changes. And demand does not change until people understand their own role in the system. We all have a role to play.

About the project – the Jersey

«The Play More Jersey» is a direct response to that system.

Designed in collaboration with Northern Playground, it is built to last – not to be replaced. A timeless, retro-inspired design with no season stamp, no sponsor that expires, no built-in reason to buy again. Made from 100% cotton.

The limited quantity that is produced is not a marketing trick – it is the message.

The jersey works as a supporter shirt at a football match, a fan jersey at a ski event, or simply as an everyday garment. One shirt. Many uses. That is the point.

We all have a role to play

We are part of nature – not spectators to it. Every time we buy a jersey we do not need, we make a choice with consequences. We do not believe people are indifferent. We believe they simply have not thought about it. That is why we made this jersey. Not to point fingers, but to strengthen what we call Green Will – the willingness to consume differently.

Because that is where the key lies.

The industry does not change until demand changes. We all have a role to play in that. That is our core message – reflected in «The Play More Jersey». We all have a role to play. We can all choose to play it differently.

If this jersey sells out, it sends a signal to the industry that people actually want something else. That is how we believe the green transition must be approached – from the ground up. Politics and markets reflect the will of the people. Only with stronger Green Will can we accelerate the transition.

Read more about the jersey on Northern Playground’s website