WFSGI MAGAZINE 2025
WHAT'S GOOD FOR THE PLANET
IS GOOD FOR BUSINESS
ESG
Sustainable Business
Learn more about the new WFSGI ESG Strategy and why your company needs to be at the committee table.
Meet Afsah Alumia-Khan, the new Head of ESG Strategy and Implementation at WFSGI and driver of our new look ESG Committee.
With over 18 years of experience at INTERSPORT International Corporation, Afsah has been a driving force behind impactful sustainability and ESG strategies that address environmental and social challenges across the sporting goods industry. Her work has included collaborating with manufacturers, brands, and retailers to improve due diligence processes and deliver innovative, scalable solutions.
Afsah Alumia-Khan
Head of ESG
Afsah, you’ve made the move from the retail side of sporting goods to the global trade association, what are the similarities and the differences between the two sides of the same coin?
There’s a lot of similarities between my work at INTERSPORT and my new role at WFSGI. I worked on shaping group-wide sustainability initiatives which involved navigating complex regulatory landscapes and fostering partnerships across the group. This is something I have to tackle at WFSGI but this time it’s across our broad range of members from manufacturers and retailers and up to our brands, each stakeholder group with its unique set of challenges and opportunities.
Another similarity lies in the difference in the diversity of ESG maturity across our members at the WFSGI, therefore it’s not a one-size-fits-all approach to supporting them. I’m deeply committed to building connections and empowering businesses to integrate climate action and decarbonization into their operations offering collaborative solutions and timelines that work for them, providing flexibility and scalability whilst still moving the industry forward.
A major difference at the WFSGI is the truly global approach that is needed for a lot of the work and the wide number of stakeholder types that are involved. The contact with international counterparts both in North America and Asia in addition to the other international federations and agencies that the WFSGI deals with. This interaction is something that I am really looking forward to leveraging in my new position going forward.
My goal is to support members to lead the way in sustainability innovation and create measurable change for a healthier planet and industry.
The WFSGI ESG Committee leadership is made up of experienced sustainability experts from adidas, Nike, New Balance and Schwalbe. What are the common areas you are working on that whole industry can benefit from?
The WFSGI ESG Committee focuses on the current global societal, and environmental challenges faced by the industry; such as climate change, resource depletion, labour and health issues, and it is clear that no single company or entity can tackle them alone which is why this type of industry-wide collaboration is critical.
Our ESG Committee serves as a platform where members can come together to share best practices, align on common goals as ESG is a non-competitive topic and pool the finite resources that we all have. We focus on identifying synergies that not only strengthen individual companies but also create scalable solutions that benefit the wider industry as a whole. We help with raising awareness and understanding of critical issues across our membership and partners and advocating on their behalf.
2025 ESG STRATEGIC PLAN PRIORITY
Center of Climate Excellence
Create hub to share best practice across members, provide training and upskilling and offer expert support
Advocacy Stategy
Amplify industry voice in policy discussions focusing on supporting access to renewable energy in sourcing countries
Standardisation
Help companies navigate regulatory needs through method and data collection supporting with harmonised standards and systems
As our committee and influence grows our ambition is to develop a new joint decarbonisation vision for WFSGI member companies
Why does ESG need to be addressed with in a consolidated manner?
I think we need to look at hard facts. The world is NOT on track to limit temperature rise to 1.5°C, and the Sporting Goods Industry lags behind in overall climate efforts. Some members have ambitious commitments, but there’s still a gap between commitments and achievements. There are huge overlaps across the industry, with many companies working with the same suppliers, etc., and facing the same regulatory pressures.
As a truly global industry, we must recognize that ESG is not just about the actions of individual brands but requires a comprehensive, collective effort that spans the entire supply chain. The unique value proposition (USP) of the WFSGI is its ability to address ESG challenges not only for brands but also for manufacturers and suppliers. To create meaningful and sustainable change, it’s essential to embrace this broader scope. By integrating ESG considerations throughout the supply chain, we can ensure that sustainability is embedded at every level, fostering more transparent, responsible, and effective practices across the industry. Without this consolidated approach, efforts risk being fragmented and less impactful, leaving gaps in accountability and progress.
Rather than each company working in isolation, a consolidated approach allows us to align strategies, reduce duplication, and amplify our positive impact. Collaboration leads to cost-effectiveness, stronger advocacy, and ultimately faster progress toward our collective sustainability goals. This is about building a resilient, future-proof industry that can, for the moment, assess and mitigate climate risk and then, of course, find ways for us and the sporting goods industry to thrive within planetary boundaries. Ultimately, what’s good for the planet is good for business.
As an industry how important is it to not only comply with regulations, but also be at the table when they are being discussed and developed?
As the saying goes, if you are not at the table you are on the menu, and this rings true when it comes to the development of regulations. We need to turn up as industry and be a part of regulatory discussions otherwise there will most likely be unintended consequences that those at the table have not thought out. We need to actively participate in policy discussions to ensure that the full understanding of operational realities is taken into account. We are the experts of our industry and are able to give valuable input in how to make it better for all involved. The WFSGI serves as the collective voice of the industry proactively driving meaningful change whilst still supporting the operational needs of our businesses.
Why should more WFSGI members join the ESG Committee?
By joining members get access to shared knowledge, regulatory insights and guidance on implementation and get access to collective initiatives that brings their ESG work forward regardless of whether or not they are starting their journey or have advanced net-zero commitments. The WFSGI ESG Committee provides a platform to align business strategies and drive positive, industry-wide progress. The more voices and perspectives we have at the table, whether as a brand, retailer or manufacturer the more we can build and deliver an ESG strategy to benefit our industry, people and planet.
Contact
Afsah Alumia-Khan
WFSGI Head of ESG Strategy and Implementation
akhan@wfsgi.org