Direct soccer is a sportswear brand that sells football kits and equipment to sports clubs in the UK. Their main selling point is the cheap prices of the products and stock of several different brands on their website including Nike, Adidas, Joma, and Mitre. Their website offers no information relating to how sustainable their practices are, and the fact they sell ‘fast-fashion’ brands is not promising.
As there are so many brands sold on the direct soccer website, I chose to focus on the most popular brands that they sell as indicative of their criteria for brands that they stock. Nike has shown to make some efforts towards using more sustainable materials, listing these on their website and explaining why they are sustainable. However, the link on Adidas’ website to their materials section is “under construction”, which indicates bad transparency and is not a hopeful representation of their sustainability as a whole.
Again, looking at Nike and Adidas as the most popular brands on the website, these are bad indicators of the criteria upon which direct soccer chose their materials on; both brands are ‘fast-fashion’ brands, meaning they sell large amounts of inexpensive clothing in accordance with the latest trends, creating a huge amount of landfill when people throw out outdated products. Looking at the price point of other products on the website, it is clear this is the case for the majority of brands that are sold on direct soccer.
Direct soccer claim to be committed to the development of grassroots football, a cause that benefits football players in communities that may not have the best sporting facilities or opportunities. However, they do not disclose quantitatively how this is done. They also claim to support a number of non-profit organisations dedicated to achieving positive social change through football. Again, more details on exactly which organisations they are supporting would be beneficial here. When looking for information about their employee’s experiences, there is one review on glassdoors written in English, which rates the company ⅖ stars. They detail the working environment as having no windows and being generally dirty, suggesting direct soccer has poor working conditions.