Lay's Replay

Use the UEFA Champions League partnership to create a new global sustainability initiative designed around four key pillars: engagement, safety, access & belonging. FUSE has been central to the development and ongoing roll out of ’Lay’s RePlay’ concept


Create a new global initiative io sit under the Pep+ platform that would deliver real impact for both people and planet and could be adopted by any PepsiCo market.


Lay’s RePlay, in partnership with UEFA Foundation and streetfootballworld, gives a second life to empty crisp bags by recycling them into sustainable football pitches. Working with local partners, the partnership also creates meaningful football for good programmes which empower young people and promote positive change for generations to come.


By the end of 2024, 15 pitches will be built across 5 continents. The programmes are delivering positive impact with 500 hours for over 2500 community members. Not only that, but we have also seen the pitch impact go beyond sports to become a hub for local social occasions, education & issues.  

Key Highlights

7 successful launch events, 3 markets invested into a second pitch, recycling collaborations with local retailers (e.g. Mexico x Walmart) and ongoing market x community activation across all pitches .

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Community members positively impacted by Lay’s RePlay (2023)

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Media impressions generated


Pieces of media coverage

72 K+

Community members positively impacted by Lay’s RePlay (2023)

2.4 BN

Media impressions generated


Pieces of media coverage