When Luton Town players celebrate a goal this season, their joy has a double impact: securing points on the pitch and ensuring a new tree is planted for their future home. The League One club has embarked on a pioneering green initiative that ties on-field success directly to environmental action.
A Winning Goal Plants Thousands of Trees
The tangible benefits of this partnership were spectacularly demonstrated last month during Luton's dramatic FA Cup clash. Gideon Kodua's 92nd-minute winner in a 4-3 victory over Forest Green Rovers did more than secure a place in the second round. As kit supplier to both teams, Reflo had pledged to plant 1,000 trees for the match, plus an extra thousand for every goal scored. The seven-goal thriller meant a commitment to plant 8,000 trees in Uganda.
"It was a dream cup tie for us," says Ross McFadyen, founder of Reflo. The company's work with Luton extends far beyond a one-off match. They designed a special third kit for the Hatters, which itself triggers further planting. "We plant a tree in Luton for every goal they score in that kit," McFadyen explains, "and those trees will be at Power Court, their new stadium."
Designing a Kit with a Conscience
The distinctive green shirt is more than just a strip; it's a statement. Its pattern incorporates four different leaves – beech, ash, ivy, and oak – chosen from the names of roads surrounding the club's current Kenilworth Road ground. Crucially, it is designed with a full lifecycle in mind, directly addressing a massive industry problem.
"Globally, around 92 million tonnes of textiles are discarded each year," McFadyen highlights. "In the UK, that figure is over 300,000 tonnes. Football jerseys are mass-produced but often have no end-of-life story." Reflo's model breaks this cycle. Post-use, kits can be returned to the company for recycling, ensuring they stay out of landfill. For Luton, all returned shirts will be collected and recycled at the season's end.
Building a Sustainable Legacy On and Off the Pitch
Luton's green ambitions align with the construction of their new Power Court Stadium, slated to open for the 2028-29 season. The club is targeting a very high BREEAM rating, the benchmark for a building's environmental performance. "We're committed to making Luton Town a club that entertains, competes at the highest level, and leads the way in protecting our planet," states CEO Gary Sweet.
This mission has resonated powerfully with fans. Chief Revenue Officer Ben Kensell recalls a chant during a match against Burton Albion in August. "We were 2-0 up, and the away fans started singing 'we want tree'. It really struck a chord. Every goal resulting in a tree being planted gave it purpose and meaning, but we can have fun with it."
The initiative has also attracted high-profile attention. England captain Harry Kane became an investor in Reflo after encountering their golf wear, drawn to the company's sustainable business plan and desire to create a "sustainable legacy."
Luton will next wear the eco-kit in their FA Cup tie against Fleetwood Town, where every goal will directly contribute to greening their future stadium site. It's a clear signal that in Bedfordshire, footballing success and environmental stewardship are now firmly on the same team.
