Innovations
Eco-responsibility
Eco-responsibility is not an abstract concept at Sports Experts. It is a concrete approach—made of questions, trials, sometimes complex decisions, and above all, measurable actions.
Over the past few years, our teams have taken a close look at an everyday gesture that is often underestimated, yet ever-present: packaging for online orders. How can we reduce our environmental footprint without compromising the customer experience, logistics performance, or the day-to-day realities of our stores?
That reflection led to an important turning point: the adoption of new eco‑responsible kraft paper bags—tested, validated, and now fully integrated into our operations
With a desire to understand every detail of the journey, our teams observed the customer experience from end to end—from in‑store preparation to opening the parcel at home. Unboxing an order is a key moment: it must feel reassuring, practical, professional… and aligned with the values we stand for.
Very quickly, one thing became clear: we needed to reduce the use of plastic in our packaging while maintaining a high level of protection and efficiency. To achieve this, we approached the initiative as a true innovation project, in close collaboration with our partner, CARTIER.
From the outset, the objectives were clear—and demanding:
To deliver on these objectives, our teams and CARTIER’s worked hand in hand, taking into account both operational constraints and Sports Experts’ broader vision. A detailed analysis of our most frequent orders helped identify versatile formats capable of protecting a wide range of products—from apparel to accessories.
Some promising avenues were explored and then set aside. Compostable mailers, for example, generated a lot of interest. But after review, their real‑world durability and long‑term effectiveness did not fully meet our criteria. Together, we therefore chose a solution that is proven and consistent with retail realities: kraft paper.
The challenge was straightforward: replace plastic‑based packaging with a more responsible alternative, without sacrificing product protection or in‑store speed.
The solution: kraft paper bags manufactured in North America—reducing sourcing distance compared to industry standards, which still largely rely on European imports.
But the bag didn’t only need to be functional. It also needed to carry our message. In collaboration with our agency, we developed a design that reflects Sports Experts: clean, dynamic, and committed. A visual identity that highlights the eco‑responsible gesture and invites customers to be part of the change as well.
Three bag formats were designed to fit different product sizes, along with kraft paper adhesive tape—ensuring full consistency in our sustainable approach.
Like any responsible initiative, the transition was carried out with rigor.
Before rollout, the new kraft bags underwent:
The results were conclusive: strength, practicality, reliability. The bags protect products effectively while improving handling in stores.
To support the change, our franchisees were invited to discover the solution, ask questions, and understand the concrete benefits. Our partner also supported the transition with:
Since fall 2025, the new kraft bags have been rolled out in Sports Experts stores and the benefits are tangible:
Switching from plastic to reusable or recyclable cardboard-based packaging has significantly reduced our environmental footprint, while adhering to industry best practices.
This project is not an end point. It marks another step in our commitment to evolve, learn, and do better—for our customers, our teams, and the planet. We are already working on Phase 2 of the project, which aims to develop packaging solutions adapted to larger or bulkier items, such as skis. This initiative is part of a continuous‑improvement mindset, where every step forward helps us go further—more intelligently and more sustainably.
Every action counts. Together, let’s protect our playgrounds!
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