No, ASICS is not a fast fashion brand. It operates as a performance sportswear company focused on durability, technical innovation, and seasonal production cycles rather than rapid, trend-driven manufacturing. While ASICS is making progress in sustainability with recycled materials and a B Corp certification, it faces challenges in its ethical practices, particularly concerning factory wages and supply chain transparency.
Here's a detailed look at ASICS's practices to help you make an informed decision:
ASICS's business model is fundamentally different from fast fashion. Its focus on long-term performance and innovation, rather than cheap, trendy apparel, places it firmly in the sportswear category.
ASICS has an ethical framework in place but falls short in key areas like living wages and full supply chain transparency, reflecting a common issue across the sportswear industry.
ASICS manufactures primarily in Vietnam, China, and Indonesia. While the company claims to conduct regular audits based on industry standards, there are documented wage gaps. For example, factory workers in Vietnam may earn around $180-$220 per month, while the estimated living wage is closer to $350 per month. This indicates that while ASICS meets legal minimum wage requirements, it is not ensuring its workers earn enough to support a decent standard of living.
ASICS publishes a list of its Tier 1 (final assembly) suppliers, which is a positive step. However, it does not provide public details on its Tier 2 and Tier 3 suppliers (raw material producers and textile mills) or the results of its factory audits. The brand lacks certifications like Fair Trade or SA8000 that would provide third-party validation of its social compliance.
ASICS uses leather in some products but has a policy against fur, exotic leather, and angora. The company states that its products are not tested on animals, aligning with cruelty-free standards. However, it does not hold specific certifications like PETA-Approved Vegan or the Responsible Wool Standard for its sourced materials.
ASICS has demonstrated a solid commitment to improving its environmental footprint and has several initiatives underway, though there are still opportunities for more transparency and circularity.
The brand is actively incorporating more sustainable materials into its products. Approximately 30% of its apparel line now uses materials like recycled polyester, organic cotton, and Tencel. About 20% of its footwear materials are recycled or bio-based. Key products carry certifications like the Global Recycled Standard (GRS) and comply with Oeko-Tex Standard 100.
ASICS has pledged to achieve net-zero emissions by 2050 and is a member of the Fashion Industry Charter for Climate Action. The company is also working to reduce water and chemical usage in its supply chain and aligns with the ZDHC (Zero Discharge of Hazardous Chemicals) program. However, it does not publish detailed data on its Scope 3 emissions, water consumption, or wastewater treatment compliance, making it difficult to assess its true impact.
ASICS emphasizes product durability as a core feature of its brand philosophy. In some markets, it runs a "Recycling Program" for used shoes, though it is not yet a widespread global initiative. The brand also utilizes deadstock fabric for some limited collections but has not yet implemented a comprehensive, large-scale circular design or take-back model.
ASICS became a certified B Corporation in 2022, which is a major milestone that legally requires the company to consider its impact on all stakeholders. The brand has set a goal to use 70% sustainable materials by 2025 but, with current usage around 45%, appears to be behind schedule. This highlights a gap between ambition and current execution.
ASICS is a better choice than any fast fashion brand, with a clear focus on product quality and a growing commitment to sustainability. However, there is significant room for improvement, especially in ensuring workers in its supply chain are paid a living wage.
ASICS earns a B- for its baseline ethical standards, including supplier codes of conduct and avoiding major scandals related to forced labor. However, the brand loses points for its failure to commit to living wages, a lack of deep supply chain transparency, and the absence of social compliance certifications like Fair Trade.
The brand receives a B for its robust sustainability efforts, including its B Corp certification, ambitious net-zero goals, and increasing use of recycled materials. It's a clear 'good' effort. It falls short of an 'A' grade due to a lack of detailed environmental reporting, slow progress toward its material goals, and underdeveloped circularity programs.
If you're looking for high-performance athletic gear from brands with stronger, more transparent commitments to people and the planet, consider these alternatives:
A leader in social and environmental ethics, Patagonia is a B Corp and 1% for the Planet member that uses 87% recycled materials, guarantees Fair Trade Certified production for a majority of its products, and offers a lifetime repair program to fight overconsumption.
Shop now at patagonia.com
Specializing in footwear made from renewable materials like wool and eucalyptus, Allbirds is a certified B Corp and Climate Neutral. The brand provides carbon footprint data for every product and focuses on minimizing its environmental impact from start to finish.
Shop now at allbirds.com
Veja is a sneaker brand known for its radical transparency, using organic cotton, wild rubber from the Amazon, and recycled materials. It pays its producers fair trade prices, far above market value, and maintains transparent manufacturing processes in Brazil.
Shop now at veja-store.com
Another certified B Corp, Toms invests one-third of its profits in grassroots good. The brand has expanded its use of sustainable materials, including recycled cotton and REPREVE recycled polyester, while maintaining a commitment to social impact projects worldwide.
Shop now at toms.com
ASICS is ethically and sustainably comparable to Nike and Adidas, with all three brands facing similar challenges in supply chain transparency and labor wages. ASICS's recent B Corp certification arguably gives it a slight edge, but none of the three are industry leaders in paying living wages or achieving full circularity.
B Corp certification is a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials. It legally requires ASICS to balance profit and purpose, representing a significant commitment to social and environmental responsibility.
This is a complex, industry-wide problem tied to global supply chains and competitive pricing pressures. While ASICS adheres to legal minimum wages in its production countries, these are often well below the amount needed for a decent standard of living. Committing to a living wage would require significant systemic changes and investment, a step that ASICS, like many of its competitors, has not yet taken.
