"Committed brand," "responsible sport," "ethical fashion"... These phrases are popping up all over social media and the homepages of dozens of sports brands. But beyond these words, what's really happening? Commitment needs to be proven. And there's an immense difference between well-oiled communication and concrete, quantifiable, transparent action.
In this article, we break down the criteria of a truly committed sports brand — and explain why Burpees & Croquettes is one of them.
Greenwashing in sportswear: recognizing false commitments
Greenwashing consists of using environmental or social arguments in communication without these arguments being based on verifiable action. In the sportswear sector, this has become a common practice.
Warning signs to look out for:
→ A vague slogan like "We care" or "For a better world" with no associated figures
→ An "eco-friendly" collection that represents 2% of the total catalog
→ An unnamed "associative partner" or one with no verifiable link
→ Commitments based on "promises" rather than past actions
A truly committed brand leaves no room for doubt. It names its partners, publishes its figures, and documents its actions over time.
The three pillars of a truly committed sports brand
1. An identified and official beneficiary
The commitment must benefit a specific entity, not just "the environment" in general. A named association, a signed partnership, a defined cause. At Burpees & Croquettes, the partner is the Fondation 30 Millions d'Amis — a national reference in animal protection, well-known and recognized by the French public.
2. A transparent donation mechanism
How does the money flow? How often? Based on what calculation? These questions must have clear answers. B&C donates 10% of its net profits to the Fondation 30 Millions d'Amis every quarter. The percentage is fixed, the frequency is known, and the partner is identified.
3. Consistency between values and products
A sports brand that claims to be committed to animals must be so in its core identity—not just in its communication. At B&C, the cause of stray cats is not a marketing argument added after the fact. It is the brand's raison d'être, the DNA that structures every product, every post, every decision.
Why athletes are increasingly choosing committed brands
Regular athletes have a special relationship with consistency. Someone who wakes up at 6 am to train, monitors what they eat, and takes care of their body—this person is often mindful of what they wear and what their consumer choices say about them.
Buying from a committed brand means aligning one's consumption with one's values. It means refusing to spend €60 on leggings whose only promise is to "make you look slimmer." It means choosing a purchase that has meaning beyond the product itself.
Burpees & Croquettes: a brand born to fill this void
Burpees & Croquettes is the only sportswear brand in France whose commitment is entirely dedicated to the cause of stray cats. It's not a big brand making a small gesture. Nor is it an association selling sideline products. It's a sports brand built from the ground up around a mission: to enable cat-loving athletes to consume in a way that aligns with their values.
10% of net profits donated quarterly to the Fondation 30 Millions d'Amis. An official and transparent partnership. High-quality technical products. A committed community.
That's what "committed brand" truly means.
© Burpees & Croquettes — burpeesetcroquettes.fr — All rights reserved. Reproduction prohibited without written authorization.