When you're shopping for running gear, you've probably noticed terms like "eco-friendly," "sustainable," or "environmentally friendly" on products. These are called green claims - statements made by companies about how their products or services benefit (or harm less) our natural environment. 

They appear everywhere you look: in product descriptions, marketing materials, logos, and even in the colors and graphics used on packaging. 

How many have you seen today without actually realising what they are?

The Problem with Green Claims

The reality check here is: up to 50% of green claims made online could be misleading.

Yes, you read that right.

It's a practice called "greenwashing," and it's become a significant concern across global commerce and becoming more prevalent within the running community. Up until 2024 any brand can write a green claim next to their products with little to no verification required. 

Here is an interesting article of the biggest fines imposed on business for Greenwashing written by Tamara Davison for the Green Hub

Change is afoot: The EU Green Claims Directive

The good news? We think so. The European Union has taken action. In March 2023, they introduced the Green Claims Directive as part of the EU Green Deal. This groundbreaking legislation will require brands to:

• Provide specific, evidence-based claims

• Get independent verification from certified third parties

• Face significant penalties for non-compliance (up to 4% of annual turnover)

The directive was passed at the end of 2024, and from Q2 in 2025 the CMA will likely be using this legislation to monitor and review brands and businesses green claims. More fines to come, maybe to an important point here is that consumers are starting to get transparency on green claims and the level of trust can grow. 

The Running Industry's Sustainability Challenge

From our experience at Run Legacy, we know that the sporting goods market lags behind the fashion industry in sustainability initiatives.

At a recent National Running Show, we spoke with multiple footwear brands who had no plans for sustainable running shoes in their next four seasons - that takes us to SS27. Even more concerning, some global leading footwear brands have been unwilling to share their sustainability strategies or partner with us within the last 12 months.

We have made approaches and been rebuffed  - a telling sign about their current product strategies and transparency levels or are they working covertly to launch a big green agenda? I know when my money lies and unfortunately it's not the latter. 

How Run Legacy is Different

We believe running can be both high-performance and environmentally responsible. Here's our approach:

1. Careful Partner Selection: We partner exclusively with brands that prioritise both sustainability and performance. Our vetting process looks for but not exclusive to:

• Use of recycled fibers and bio-materials

• Renewable energy usage

• Ethical manufacturing in the EU

• Fair trade and wage practices

• Partnerships with organizations like 1% for the Planet

2. Verification Process: We don't just take brands at their word. Every partner brand must:

• Fulfill our brand criteria

• Complete verification with Compare Ethics within three months

• Provide evidence for all green claims

• Maintain ongoing compliance with our standards

3. Transparent Communication: When a brand's claims are verified, we proudly display a CE green claim icon next to their products. This means you can shop with confidence, knowing these claims are 100% genuine - no greenwashing, no empty promises.

Why This Matters for Runners

Every piece of running gear has an environmental footprint. As runners, we're in a unique position to influence the industry through our purchasing decisions. The "conscious pound" is growing, especially in fashion and groceries, and it's time for the running industry to catch up.

Join Us in Making a Difference

At Run Legacy, we're building a community of runners and brands committed to genuine sustainability. Every purchase you make with us supports this mission. When you see the CE verified green claim icon, you can trust that you're making a choice that's better for both your running and our planet. For the products without this icon, we have been transparent on our process so you can be confident they will be verified in the near future. 

Want to learn more about our verification process or explore our verified sustainable products? Visit our website, sign up to our newsletter, follow us on insta or reach out to our team. Together, we can make running more sustainable, one step at a time.

Thank you for being curious

The Run Legacy Team