Sport One Carbon Zero
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Turning athletic performance into climate action
Sport One Carbon Zero exists to shift the focus from individual guilt to systemic change. They help athletes move from offsets that mask the problem to high-impact climate solutions that transform it. We helped them build a brand and digital experience that makes this mission clear, credible, and impossible to ignore.
THE CHALLENGE
Elite athletes are caught in a system that forces them into an impossible position. Their careers require constant travel, energy-intensive training, global logistics, and venues built from high-emission materials. Yet over 80 percent of them are deeply concerned about climate change. Offsets offer a temporary sense of relief but do little to shift the underlying problem. Stepping back from competition is not an option. Staying silent betrays their values. Sport One Carbon Zero needed a brand that confronted this dilemma head-on and reshaped how athletes engage with climate action.
THE STRATEGY
Our strategy was to hero the zero. Zero is already part of an athlete’s language. Clean sheets. Zero double faults. Zero turnovers. Zero missed reps. We connected that performance mindset to their climate contribution. Every zero they hit on the field becomes a signal of the zero they are working toward off it. Zero becomes the target worth chasing, not an absence. The tone is confident and disciplined. Every touchpoint reinforces the idea that athletes can drive real change by backing solutions that bring the entire system closer to zero.
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THE solution
We built a brand and digital experience that makes systemic change feel both achievable and urgent. The identity uses bold typography and minimal forms to put zero at the centre of the story. The messaging reframes athletes as catalysts for progress, shifting them from defence to offence through high-impact climate solutions. On the site, the user journey is clean and fast, reflecting the performance mindset of the audience. The result is a platform that turns climate frustration into action and gives athletes a credible way to transform the system they compete in.
