To many customers, it’s quite a challenge to understand which innovations are honest attempts to make a brand more sustainable, and which are plain greenwashing.

Photo by Ryan Searle on Unsplash

Sure, many measures might be the first step into a brighter future. Substituting polyester with bio-based products for example or introducing a new, green packaging concept. You have to start somewhere, right?

Unfortunately, to many major sports brands this first step is already the end of the road. If you find some of the following moves in the behavior of your favorite brand, you might want to start questioning things.

1. Sustainable materials in a supporting role

Many brands love to label their collection with tags like “made from sustainable materials”, “bio-based” or “recycled”. But if you check the true composition of their fabrics and compounds you…

Jan Kratochvil

Prague-born, Berlin-based founder of Winqs.

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