David James told BBC Sport that football has become an expensive game and that times are tough for many families. The former England goalkeeper, who played for Liverpool, Portsmouth and Watford, was in Peterborough to promote two initiatives aimed at making football more affordable. He cofounded Football Rebooted, which rehomes second‑hand donated boots, and serves as an ambassador for Goal2Grow, which sells donated football kits for £10 each.
“There are people who want to play football for fun, social, mental and physical benefits who can't access football because of the prohibitive cost,” James said. He noted that, as a former World Cup player, his involvement helps raise awareness for football boots and the broader access issue.
Goal2Grow was set up by Up The Garden Bath, a Peterborough community interest company, in May last year. James, who grew up in Welwyn Garden City and also played for Manchester City and West Ham, became a project ambassador in March. He attended a FIFA World Cup 2026 celebration in Peterborough city centre, organized with support from Peterborough City Council and Utilita Energy.
Kez Hayes Palmer of Up The Garden Bath said the effort goes beyond football, highlighting community, creativity and sustainability when people join together with heart and purpose.
James, who now lives near Peterborough and works as a football pundit, helped start the Football Rebooted project in 2021. He said he had donated many boots himself, with friends and family contributing as well. He stressed that many boots end up in landfill but that they are reusable, underscoring the environmental benefit. He added that there are about 800 donation boxes or spots across the country supporting the initiative.
The partnership between these groups aligns with a broader push to keep football accessible while reducing waste, illustrating how community-led programs can address both social and environmental goals in local towns and cities.
