Outdoor brands almost always prioritise sustainability, while running brands often lead with performance. All that said, not all outdoor companies are sustainability champions, and not all fitness brands are wasteful polluters. Outdoor brands sell values – fitness brands sell outcomesOutdoor companies are selling values, not just products. Perhaps the question isn't whether fitness brands care less about sustainability than outdoor brands. Perhaps they've simply concluded that sustainability doesn't sell running shoes in the same way it sells waterproof jackets.