Reflo tees up Hero Dubai Desert Classic deal

A sportswear brand is strengthening its international profile through a long-term partnership with one of the Middle East’s flagship sporting events.

Doncaster-headquartered Reflo has been named the official clothing partner of the Hero Dubai Desert Classic from 2026 onwards, building on an existing relationship and aligning the brand with one of golf’s most established tournaments. 

The agreement sees the sustainable performancewear specialist play a prominent role throughout the event, which returns to Emirates Golf Club from 22-25 January.

Bosses say the partnership reflects a shared focus on environmental responsibility. 

The Hero Dubai Desert Classic has achieved GEO certification for three consecutive years and is widely recognised for its efforts to set standards in sustainable golf events, while Reflo’s wider approach includes planting a tree for every product sold, removing single-use plastics from its supply chain and using fully biodegradable packaging.

As part of the agreement, Reflo will have a visible presence across the tournament site, including branding and a retail space in Tournament Town, allowing fans to engage directly with the brand. 

Rory MacFadyen, co-founder of Reflo, said: “Partnering on this level with the Hero Dubai Desert Classic is a milestone moment for Reflo. 

“This tournament embodies everything we stand for – world-class performance, innovation, and a genuine commitment to sustainability. 

“The Hero Dubai Desert Classic has set the standard for environmentally responsible golf events through its GEO certification and year-on-year improvements, and we're honoured to support their mission.

“Dubai is where Reflo was born, so to partner with the city’s most iconic golf tournament feels like being at home. 

“We can't wait to showcase our sustainable performancewear to the world's best players and golf fans from around the globe."

Simon Corkill, executive tournament director of the Hero Dubai Desert Classic, added: “We’re absolutely delighted to welcome Reflo as our Official Clothing Partner. 

“This partnership is built on shared values – both organisations are committed to delivering world-class performance while prioritising environmental responsibility. 

“Reflo's approach to sustainability is genuinely pioneering, from their use of recycled materials to their innovative Reloop programme, and it aligns perfectly with our own sustainability initiatives as a GEO-certified event.”

Founded in Dubai in 2021, Reflo has grown rapidly by focusing on sustainability-led sportswear, with a particular emphasis on golf while also serving runners, gym users and racket sports athletes. 

Its clothing is primarily produced using recycled polyester made from single-use plastic waste, reducing both energy use and carbon emissions compared with virgin materials.

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