REFLO RELEASES AI CAMPAIGN FOR BRAND NEW WASTE MANAGEMENT PHOENIX OPEN COLLECTION

Reflo, the sustainable performancewear pioneer, has broken new ground with the release of its first-ever fully AI-generated advertising campaign, created to promote its exclusive Gold Spot Capsule collection in collaboration with the Waste Management Phoenix Open (WMPO). 

By leveraging artificial intelligence, Reflo not only unveils the innovative collection but also takes a bold step toward reducing the environmental footprint of traditional marketing campaigns. 

This pioneering campaign showcases the potential of technology to support sustainable futures, aligning seamlessly with the core values of both Reflo and the WMPO, the world’s most sustainable golf tournament. The advert demonstrates how innovative technology can transform marketing while minimising its impact on the environment by using technology to avoid traditional advertising methods, including overseas travel, large production teams, and unnecessary waste.

At the heart of the campaign is a video that tells the story behind the Gold Spot Capsule collection. Created with new technology and platforms such as Act-One while using real moments in history and bringing them to life in AI, this collection pays tribute to Phoenix’s rich history, inspired by the true story of the Gold Spot underground bowling alley - a hidden gem from the 1930s and 1940s, rediscovered after more than 50 years. The collection embodies Reflo’s dedication to blending innovation with storytelling, creating apparel that honours the past while looking toward the future.

This exclusive range is made from recycled plastic and engineered for recyclability, representing the forefront of sustainable fashion. By creating high-performance apparel designed to close the loop on material waste, Reflo and WMPO are delivering on their shared mission to promote circular fashion and minimise environmental impact.

“The Gold Spot Capsule perfectly embodies our values of sustainability and innovation,” said Rory MacFadyen, Co-Founder of Reflo. “It’s a celebration of history, reimagined for the modern golfer, and a demonstration of how sportswear can lead the charge in environmental responsibility.”

“This AI campaign reflects our ethos as a brand,” MacFadyen added. “We’re using innovative technology not just to tell stories but to push boundaries in how sustainable fashion is created, marketed, and shared with the world. Using innovative technologies has enabled us to avoid air travel with crews and models while wasting unnecessary product on shoots and campaigns.” 

Available in the collection is a range of custom designed Polos, Tees and Hoodies that feature striking graphics inspired by the bowling alley in a range of colours. Each item has been deliberately made as a limited edition with only 400 pieces available, individually numbered for the lucky recipient. This follows on from the 2024 collection inspired by Phoenix Surf Club which sold out on site - this year's collection is expected to do the same.

As ‘The Greenest Show on Grass’, the WMPO has long been a pioneer in sustainability, earning acclaim for its zero-waste initiatives and commitment to eco-conscious practices. This collaboration between Reflo and the WMPO is a natural alignment of values, uniting the most sustainable tournament in golf with a brand at the forefront of sustainable performancewear.

Reflo’s exclusive WMPO range will resonate with golf enthusiasts who demand both performance and planet-positive solutions. This partnership further cements the WMPO’s position as a leader in green innovation, while showcasing Reflo’s ability to create cutting-edge, sustainable apparel.

See the campaign film here and shop The Gold Spot Capsule collection at this year's WMPO or online at Reflo.com.