Applying Doughnut Economics to sport brands

As part of the Sportainable project seminar at the University of Bayreuth, led by Prof. Dr. Peter Kuhn, @Laura Rack and I had the opportunity to explore how Doughnut Economics can be applied to the sports sector. 

Given our strong interest in sporting goods companies, we decided to take a closer look at this sector. We focused on VAUDE Sports GmbH & Co. KG and Patagonia Inc., two companies known for their commitment to sustainability, and applied the DEAL Doughnut Design for Business Tool to analyze their practices. This framework allowed us to assess how these brands navigate key sustainability challenges while staying within the social foundation and without exceeding the ecological ceilings.

Our research revealed how companies can implement sustainable strategies without compromising competitiveness. However, we also recognized that the Doughnut Design for Business Tool could benefit from further refinement to better address industry-specific challenges. Expanding its use to more sporting goods companies could create a broad catalog of sustainability actions to guide brands as they begin their journey toward greater sustainability.

This experience has reinforced the importance of sustainable transformation in the sporting goods industry. I'm grateful for the insights gained and look forward to seeing how the Doughnut Economics approach continues to evolve, especially in this sector.

A big thank you to our supervisor,

@Peter Leonhard Kuhn , for his guidance throughout this project!

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