As EU regulations requiring Digital Product Passports and deforestation-free sourcing documentation extend to on-demand manufacturing, Stockholm-based traceability platform TrusTrace has secured a foothold in a supply chain segment increasingly used by fitness brands and sports rights holders.
The compliance infrastructure being built across Europe’s retail and brand sector is extending into on-demand merchandise manufacturing. TrusTrace, the Stockholm-based supply chain traceability and compliance platform, announced on April 29 a partnership with FYUL, the on-demand merchandise company formed by the combination of Printify, Printful and Snow Commerce.
CrossFit, Netflix and MTV merchandise runs through FYUL’s supply chain
FYUL operates a global manufacturing and fulfillment network serving a broad client roster that includes CrossFit, Netflix, MTV, Coca-Cola and Dunkin’ Donuts. The business model – powering branded merchandise at volume, from independent sellers to large entertainment and consumer companies – depends on rapid supplier onboarding and distributed production across multiple geographies, a setup that has historically made centralized compliance documentation difficult to maintain.
Under the agreement, TrusTrace will support FYUL across three workstreams: mapping its supplier network and identifying risk at facility and product level; centralizing certificate management across suppliers and manufacturing sites in a single platform; and collecting the documentation required for EU Deforestation Regulation (EUDR) compliance and Digital Product Passport (DPP) readiness – with results available to brand partners and regulators.
EU regulations are closing the compliance gap for on-demand players
The EU’s DPP requirements – part of the Ecodesign for Sustainable Products Regulation (ESPR) – will oblige brands to make product-level data on materials, repairability and environmental impact verifiable and accessible. The EUDR, which mandates due diligence documentation to confirm that products are not linked to deforestation, covers materials including leather and rubber that run through merchandise and sporting goods supply chains.
For on-demand manufacturers serving sports and fitness brands, the operational challenge is substantial. Rapid client onboarding and a distributed supplier base leave limited room for the email-based data collection that has long characterized due diligence in the sector.
TrusTrace is consolidating its position as EU compliance infrastructure scales
The FYUL agreement broadens TrusTrace’s footprint as EU compliance requirements tighten across retail and manufacturing. In February 2026, Zalando brought together eight retailers and two industry bodies to align human-rights reporting around a shared questionnaire and free digital infrastructure. Seven weeks later, the resulting One Retail Hub platform reported average time savings of 70 percent on compliance reporting among participating brands, highlighting the operational payoff of shared systems.
TrusTrace has also been gaining visibility. Gartner named it a representative provider for Digital Product Passports in October 2025, placing the company among the platforms vying to underpin the EU’s push for product-level supply-chain transparency.
For TrusTrace, the FYUL partnership adds a fast-growing corner of the market: on-demand production used by sports clubs, fitness brands and rights holders to get merchandise to market quickly. With DPP and due-diligence obligations moving from voluntary commitments to legal requirements, the compliance gap between major brands and the platforms that serve them is narrowing.
