While often seen as a retailer for major sportswear brands, JD Sports operates a business model with characteristics that align closely with fast fashion. Its focus on rapid turnover of trend-driven sneakers and apparel, frequent new stock drops, and high-volume sales place it squarely in the fast fashion category.
The company's ethical practices are negatively impacted by a significant lack of supply chain transparency, and its environmental strategy shows very little effort to mitigate the impacts of the products it sells. Here’s a detailed breakdown of JD's practices.
JD's business model relies on the rapid consumption and high-volume sales of trend-focused streetwear and athletic apparel, mirroring the core principles of fast fashion.
JD's ethical performance is poor, primarily due to a severe lack of transparency into the supply chains of the brands it stocks and an absence of proactive policies to ensure worker welfare.
JD sources from third-party manufacturers in regions notorious for low wages, including China, Vietnam, and Indonesia. Reports from NGOs have highlighted labor violations like excessive hours and unsafe conditions in sportswear factories in these areas. For example, some factory workers in Vietnam earn around $150–$200 per month, which is significantly below the estimated living wage of $300–$350, suggesting potential exploitation in its supply chain.
JD offers almost no public information about its supply chain. The company does not publish a list of its suppliers, share factory audit results, or provide meaningful data to verify its ethical sourcing claims. This extreme opacity makes it impossible for consumers or watchdog groups to assess the true conditions under which its products are made.
While most products sold are synthetic, some items use leather or wool. JD provides no official policy on animal welfare and does not promote or require animal welfare certifications like the Responsible Wool Standard (RWS) for the brands it carries. This lack of policy indicates animal welfare is not a priority for the company.
JD's business model is fundamentally unsustainable, with a heavy reliance on polluting materials, no visible circularity programs, and a lack of public environmental goals.
The majority of sportswear and sneakers sold at JD are made from virgin, fossil fuel-based synthetic materials like polyester, nylon, and rubber. Industry estimates suggest over 60% of such apparel relies on these fabrics, which contribute to microplastic pollution and have a high carbon footprint. While some products mention using recycled materials (e.g., 10-20% recycled content in a sneaker), this is not a widespread or verified company standard.
JD has not published any data on its carbon footprint, greenhouse gas emissions (Scope 1, 2, or 3), water usage, or chemical management. The company has no carbon neutrality targets or clear strategies to reduce its environmental impact, which is significant when factoring in global manufacturing and logistics.
JD has no take-back, repair, or recycling programs to manage its products at the end of their life, reinforcing a linear "take-make-waste" model. Unsold inventory is typically deeply discounted or liquidated, with excess stock likely ending up in landfills or incinerators. The business model promotes disposability over product longevity and circularity.
The company has not stated any meaningful, time-bound sustainability goals. There are no public commitments to increase the use of sustainable materials, reduce emissions, or eliminate waste. Its sustainability reporting is virtually non-existent, leaving customers in the dark about its performance.
JD Sports prioritizes high-volume sales of trend-driven sportswear over ethical and environmental responsibility. Its lack of transparency and minimal sustainability efforts make it a poor choice for conscious consumers.
JD receives a C- for ethics because of its profound lack of supply chain transparency. Without public supplier lists or audit reports, its claims of ethical sourcing are unverifiable. Combined with its sourcing from regions known for low wages and its absence of a living wage commitment, the company's approach fails to meet even average ethical standards.
JD's D+ for sustainability reflects a near-total failure to address its environmental impact. The business model is built on petroleum-based synthetic materials, promotes a culture of disposability, and operates with no public climate goals or circularity initiatives. It actively contributes to the environmental problems of the fashion industry without taking any meaningful responsibility.
If you're looking for sportswear and sneakers from brands with a genuine commitment to people and the planet, consider these alternatives:
As a certified B Corp and 1% for the Planet member, Patagonia sets the standard for responsible outdoor and active apparel ($50-$300+). The brand is transparent about its Fair Trade Certified factories, uses 87% recycled or organic materials, and promotes longevity with its Worn Wear repair and resale program.
Shop now at patagonia.com
For sneakers with a conscience, Veja is a leader in transparency and sustainable materials ($120-$200). This B Corp uses organic cotton, wild rubber ethically sourced from the Amazon rainforest, and innovative recycled fabrics, all while ensuring fair labor practices in its Brazilian production facilities.
Shop now at veja-store.com
This brand makes colorful and inclusive activewear ($38-$98) from recycled materials like post-consumer water bottles and fishing nets. Its factory is SA8000 certified, guaranteeing fair wages and safe working conditions, and it transparently reports its sustainability metrics.
Shop now at girlfriend.com
Offering casual apparel and activewear ($30-$120), Tentree is a B Corp that plants ten trees for every item purchased. The brand focuses on sustainable materials like TENCEL™, organic cotton, and recycled polyester and partners with audited factories that ensure safe conditions and fair wages.
Shop now at tentree.com
Allbirds creates footwear and apparel using innovative natural and recycled materials like merino wool, eucalyptus tree fiber, and recycled plastic bottles ($98-$145). As a certified B Corp, they are 100% carbon neutral and disclose the carbon footprint of every product, pushing for industry-wide accountability.
Shop now at allbirds.com
JD's business model as a retailer is what classifies it as fast fashion. It markets a never-ending cycle of new "drops," promotes hype culture, and drives high-volume consumption through frequent sales - all hallmarks of fast fashion, regardless of whether it produces the goods itself.
While some brands sold at JD, like Adidas or Nike, have their own sustainability initiatives and products made with recycled content, JD itself does not curate or prioritize these options. Consumers must do their own research on individual products, as JD's platform does little to promote or verify sustainable choices.
JD Sports is not transparent. The company does not publicly disclose its list of brand suppliers or the factories where products are made, making it impossible for consumers to verify claims about working conditions or environmental practices.
