The Blue Jeans Go Green™ denim recycling program was created by Cotton Incorporated to emphasize the natural and sustainable attributes of cotton and to offer people the opportunity to give back to their community in a unique way. The program is designed to give old denim new purpose by recycling worn denim into housing insulation. The denim recycling program keeps textile waste out of landfills and helps with home building efforts in communities around the country.

Market Share Sports has worked with Cotton Incorporated on several programs including a race sponsorship at Phoenix International Raceway, activations with the NC Courage and multiple campus programs.

In 2018, we created a partnership with LIVE Nation to build awareness for the Blue Jeans Go Green™ denim recycling platform through online and on-site activation. The program included digital ads on the LIVE Nation owned and operated network, six regional social media influencers and on-site activation in Phoenix (Keith Urban), Seattle (Luke Bryan), Sacramento (Dierks Bentley) and Dallas (Post Malone).