Global sportswear retailer and fashion brand Nike has been taken to court by a consumer accusing it of “unlawful, unfair, deceptive, and misleading” greenwashing.
The lawsuit, filed in a federal court in Missouri, states that the sportswear brand has “misleadingly, illegally, and deceptively” jumped on the increasing popularity of consumers looking specifically to buy more sustainable products.
Nike marketing includes labelling which claims the products are “made with recycled fibres”, which in turn means they reduce waste and will reduce carbon footprint, supporting the company’s sustainability initiatives of a Move to Net Zero.
The plaintiff argues that she bought the Nike products, trusting that they are environmentally friendly — which the lawsuit claimed is not the case.
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The court report stated that the plaintiff “would not have purchased the products if she had known that they were not sustainable, not made from sustainable materials, and not environmentally friendly.”
The Nike controversy is just one of many lawsuits filed against fashion brands for deceptive sustainable advertising – commonly known as greenwashing.
Last year, Swedish fast fashion giant H&M was also taken to court in Missouri over claims that its Conscious Choice collection capitalises on ‘green’ consumer trends.
Marketing bodies around the globe are currently clamping down on misleading greenwashing claims. Earlier this week, the UK Advertising Standards Authority said it will ban adverts making unsubstantiated climate positive claims following concerns over the validity of carbon offset schemes.
