Taking a stand in uncertain times: The Brussels-based Federation of the European Sporting Goods Industry (FESI) is navigating complex EU regulations, global trade tensions, and the politicization of sustainability while staying firmly committed to making a long-term impact.
As the EU’s ambitious sustainability agenda moves from vision to implementation and faces increasing challenges from right-wing actors, the sports and outdoor industry across Europe must adapt, innovate, and take a stand. How is the industry responding? It is represented by the Federation of the European Sporting Goods Industry (FESI) in Brussels, where politics and business intersect daily. For the sporting goods industry, operating at the intersection of global trade, digital transformation, and environmental responsibility, these changes present opportunities and challenges alike.
In this interview, Jérôme Pero - FESI Secretary General, shares how the organization is navigating the evolving regulatory and changing political landscape.
Turning Brussels policy into workable solutions for the sporting goods industry
You are based in Brussels, the center of European legislation. What issues are you particularly focused on at the moment?
FESI is concentrating on the implementation phase of the EU sustainability agenda. Many legislative proposals from the first von der Leyen mandate, including initiatives under the EU Green Deal, are now moving into concrete implementation through delegated and implementing acts. We are particularly focused on ensuring that this process is as smooth as possible for sporting goods companies, promoting harmonization rather than creating additional administrative burden.
Key initiatives under close monitoring and advocacy from FESI include the Ecodesign for Sustainable Products Regulation (ESPR), the upcoming Circular Economy Act, and the new Sustainability Omnibus, which aims to streamline environmental reporting requirements, and the upcoming revision of the EU Textile Labelling Regulation, which seeks to modernize labelling requirements and introduce sustainability and digital product information. In parallel, we are actively involved on trade developments such as the EU–Indonesia CEPA. This agreement promises to create new market opportunities for our members while supporting fair and predictable trading conditions, reducing barriers, and enhancing competitiveness for the sporting goods sector.
On the digital front, FESI continues to engage on the enforcement of the Digital Services Act (DSA), which plays a critical role in combating online infringement of intellectual property, a long-term priority for our industry. Additionally, we are preparing for the forthcoming Digital Simplification Omnibus, expected to cover multiple digital policy areas relevant to sporting goods companies, including data protection, ePrivacy, and cybersecurity.
Which important issues are you currently facing headwinds on?
The main challenge is ensuring that the ambitious sustainability objectives set by the EU are implemented in a way that is workable for businesses. The regulatory framework is often complex and overlapping, which risks creating unnecessary administrative burdens, especially for SMEs, which represent 85% of FESI membership. We also face headwinds in digital policy, particularly in ensuring that online marketplaces effectively prevent the sale of counterfeit or unsafe sporting goods. And in trade, tariff barriers in certain key markets remain a structural challenge.
“FESI works hand in hand with the EU institutions to make sure the sporting goods industry’s perspective is part of the policy debate. […] The objective is clear: to be at the table everywhere in Brussels where decisions are made.”
Jérôme Pero - FESI Secretary General
What are you doing to stand firm?
FESI works hand in hand with the EU institutions to make sure the sporting goods industry’s perspective is part of the policy debate. Our priority is to secure a harmonized and balanced regulatory framework, one that protects our industry and consumers, avoids unnecessary red tape, and prevents a patchwork of national rules that would only create burdens for businesses. We build on the expertise of our members through regular exchanges and close collaboration, creating the right strategies to engage with decision makers. At the same time, we play an active role in several coalitions at EU level, to join forces with other sectors on key files. The objective is clear: to be at the table everywhere in Brussels where decisions are made, and to ensure the sporting goods industry has a strong, united, and influential voice.
Keeping trade open and predictable amid rising global tensions
The issue of tariffs is on everyone’s mind. How are European companies in the sports industry affected by tariffs in the US?
Tariffs are in principle predictable, but recent shifts in global trade policy have turned them into a significant source of uncertainty for our industry. For European sporting goods companies, they translate into higher costs and reduced competitiveness in one of our most important export markets, the United States. This is why it is essential to maintain an open and constructive dialogue between trading partners and to work towards concrete, future-proof solutions that restore stability and predictability in global trade.
“When tariffs and non-tariff barriers are introduced or escalated as part of political disputes, companies lose the ability to plan, invest, and grow with confidence.”
Jérôme Pero - FESI Secretary General
But this is not just a transatlantic issue - it is part of a wider global trend of rising protectionism. When tariffs and non-tariff barriers are introduced or escalated as part of political disputes, companies lose the ability to plan, invest, and grow with confidence. Our sector thrives on integrated, international supply chains, and predictability is essential.
This is why FESI consistently advocates for open and rules-based trade. We encourage continued dialogue between the EU, the US, and other partners with the aim of reducing tensions and creating a more stable and predictable trading environment. The recent conclusion of the EU–Indonesia CEPA negotiations is a good example of how ambitious trade agreements can deliver that stability, offering companies clarity, consumers more choice, and both sides new opportunities for sustainable growth.
From storytelling to delivery: how regulation and politics reshape corporate sustainability
A few years ago, attitude and purpose were considered important pillars of corporate communication. Many brands in the sports sector launched powerful sustainability and diversity campaigns, impressing consumers. This situation seems to have changed. What is different today?
What has changed is not the industry’s commitment, but the environment in which companies operate. Consumers still expect brands to lead on sustainability and diversity, but regulatory requirements and political debates have become much more prominent. The economic and geopolitical context has drastically changed. At the same time, too many actors have legislated in a disorderly way, making it extremely difficult for brands that want to make a difference to comply with so many overlapping – or even contradictory – demands. As a result, the focus has shifted toward efficiency and competitiveness, while still maintaining ambitious targets for circularity. This shifts the emphasis from storytelling to delivery. Today, sporting goods companies are judged less on what they say and more on what they concretely implement, whether that is product design, supply chain transparency, or circular business models.
Topics such as sustainability and diversity have suddenly become political targets. Is this an opportunity for new and better regulations, or will it pose a problem (for climate targets e.g.)?
It is both a risk and an opportunity. When it comes to sustainability, the risk is that politicization creates polarization and regulatory uncertainty. But it also opens the door to a more constructive debate on how to design frameworks that are effective, proportionate, and innovation-friendly. For the sporting goods sector, clarity and stability are key : we need regulation that genuinely supports climate and circularity targets, while remaining feasible for companies to implement. Diversity is another area where politicization can be challenging, but for our industry it is also an opportunity. Sport, by its very nature, brings together people of different backgrounds, genders, and cultures. We believe regulations should reflect that strength and help foster inclusive workplaces and markets. Diversity is not just a value, it is a driver of innovation, performance, and growth.
“This shifts the emphasis from storytelling to delivery. Today, sporting goods companies are judged less on what they say and more on what they concretely implement […]”
Jérôme Pero - FESI Secretary General
What is the position of your members? What focus do they want to set in the area of sustainability? Staying the course or easing up?
Our members are committed to staying the course. The sporting goods industry has been investing in sustainability for a long time, well before regulations made it mandatory. For years, our companies have been innovating to do better: developing circular product lines, reducing carbon footprints, and creating new sustainable materials. What they ask for today is predictability, simplification, and consistency in regulation, so they can continue investing and innovating. The commitment is clear: this is not about easing up, but about making sure sustainability goals remain achievable and aligned with business reality.
