The Lions, looking to improve the club's sustainability program, will begin a "high-profile marketing effort" on Wednesday with North Carolina-based polyester yarn company Unifi, according to Richard Craver of the WINSTON-SALEM JOURNAL. Unifi President & COO Roger Berrier said that it is the company’s "first sustainability partnership with a major professional sports team." It has been a sponsor of the X Games the past two years. Berrier said that the Lions became interested in the company's Repreve recycled fiber brand "from its displays and TV exposure at the X Games." The partnership’s Turn It Green marketing pitch "features installing 500 recycling bins at Ford Field ... and a consumer education campaign called 'Make the smart throw' that encourages fans to toss their bottles into recycling bins instead of trash cans." An event at Ford Field on Wednesday "will include the Lions’ quarterbacks wearing green jerseys made from Repreve material, rather than the customary red jerseys that are colored that way to serve as a warning flag to defenders." Each Repreve jersey "contains material from 21 recycled plastic bottles." Fans at the event "will receive a Turn It Green fan towel, each made from materials from three recycled bottles." The partnership’s goal "is achieving" 100% recycling at Lions games. The initiative also "will include clothes made with Repreve yarn being donated to students enrolled at the Detroit Lions Academy" (WINSTON-SALEM JOURNAL, 8/4).
