Reflo, the sportswear start-up backed by England captain Harry Kane, has launched a £2.5m crowdfunding campaign, opening the business to public investors as it looks to scale internationally.

Founded in 2021 by Rory MacFadyen and Peter Philippou, the company has positioned itself as a sustainability-focused challenger in the global sportswear market. Reflo said it generated several million pounds in revenue since launch, including £5m in 2025, while operating at a gross margin of around 60 per cent.

Rather than pursuing a traditional venture capital round, the founders opted to raise funding through their customer and supporter base, allowing the wider public to invest alongside Kane, who joined the business in 2024 as a lead ambassador and shareholder.

MacFadyen said the decision reflected the company’s mission-led approach. “We could have taken venture capital,” he said. “But Reflo was built differently. We are challenging an industry responsible for a significant share of global carbon emissions, and we believe the people who wear the product should have the opportunity to share in that journey.”

Kane said he had been drawn to the brand’s growth potential and sustainability focus. “I was impressed with the founders’ vision and wanted to get involved,” he said. “It’s growing quickly and it’s exciting to be part of that.”

Reflo has already secured partnerships across several elite sporting organisations and events, including the Atlassian Williams Racing, Formula E teams such as Jaguar TCS Racing and Nissan Formula E Team, as well as tournaments including The Open Championship and the DP World Tour. In football, it has worked with clubs including Luton Town and Forest Green Rovers.

The company operates through three main revenue streams: its direct-to-consumer sportswear range spanning golf, training and running apparel; TeamLabs, which supplies sustainable kit for professional teams and events; and SupplyLabs, which produces corporate and business apparel partnerships.

The global sportswear market was valued at around $335bn in 2023 and is projected to reach $646bn by 2030, driven by growing consumer demand for both performance and environmental transparency.

Philippou said the latest funding round would help the company expand internationally while continuing to invest in sustainable materials and manufacturing. “Sustainability and profitability can coexist,” he said. “This raise is about scaling that model globally.”