Sports clothing firm Lululemon – the official supplier of kit to Canada’s Olympics team – is portraying itself as a sustainable brand despite its rising greenhouse gas emissions and “highly-polluting” activities, according to a complaint filed to the French authorities on Wednesday.
Environmental advocacy group Stand.earth accused the Vancouver-based apparel company of greenwashing in a “first-of-its-kind complaint” submitted to the French Directorate General for Competition Policy, Consumer Affairs and Fraud Control (DGCCRF) days before the Olympics Games opening ceremony in Paris.
Stand.earth has called on the French regulator to investigate Lululemon’s “vague, disproportionate and ambiguous” environmental claims which, the green group said, constitute misleading commercial practices. In response, the company told Climate Home its publicity does not misrepresent its operations.
Through its “Be Planet” campaign unveiled in 2020, Lululemon tells customers that its “products and actions avoid environmental harm and contribute to restoring a healthy planet”.
A screengrab from Lululemon’s sustainability webpage
But the company’s latest impact report shows that emissions from Lululemon’s full supply chain – known as Scope 3 – nearly doubled to 1.2 million tonnes of carbon dioxide between the campaign’s launch and 2022. That’s equivalent to powering 300,000 gasoline cars for a year.
Stand.earth’s complaint said Lululemon’s emissions are set to grow even further as it tries to hit a goal of doubling sales by 2026.
“Lululemon customers worldwide deserve to know the true impacts of the company’s climate pollution, not the greenwashed version it uses to sell products,” said Stand.earth Executive Director Todd Paglia.
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Earlier this year, Stand.earth filed a similar complaint against Lululemon in Canada that resulted in the country’s Competition Bureau opening a formal investigation into the retailer’s use of environmental claims. A separate complaint accusing Lululemon of greenwashing was brought in early July this year by a private citizen in the US District Court for the Southern District of Florida.
A spokesperson for Lululemon said that Be Planet “is not a marketing campaign” but “a pillar” of the company’s impact strategy, and that the firm is confident the statements it makes to the public accurately reflect its impact goals and commitments.
“We are taking direct action and are committed to collaborating with industry partners to help address supply chain impacts on climate change,” the spokesperson added. “We welcome dialogue and remain focused on driving progress.”
Rising revenues, rising emissions
Lululemon is one of the world’s fastest-growing retailers of athletic apparel, with net revenues rising 19% to $9.6 billion in 2023. The company, which has more than 700 stores in 20 countries, is the official clothing provider for Team Canada at the Olympic Games whose opening ceremony takes place in Paris this Friday.
According to the International Olympic Committee (IOC), the Paris 2024 Games are targeting a 50 percent reduction in carbon emissions compared to the average of the London Olympics in 2012 and Rio de Janeiro in 2016, including Scope 3 emissions such as from spectator travel. This means Paris 2024 will offer the first Olympic Games aligned with the Paris Agreement on climate change, the IOC says.
View of Lululemon name above its retail store in the SoHo neighborhood of Manhattan, New York, NY, August 2, 2023. (Photo by Anthony Behar/Sipa USA)
Lululemon, meanwhile, has committed to reaching net zero emissions across its supply chain by 2050 through a target validated by the Science Based Targets initiative (SBTi), widely seen as the gold standard in corporate accountability.
But the company has come under intense criticism from green advocates over its climate and environmental impacts caused by energy-intensive production, high consumption of natural resources like water and long-distance shipping of items around the globe.
Four-fifths of Lululemon’s manufacturers in 2022 were located in countries that are highly-dependent on fossil fuels like Vietnam, Cambodia, Sri Lanka and Indonesia. The materials most commonly used by Lululemon in its clothes – polyester and nylon – are themselves produced from fossil fuels, according to the Stand.earth complaint.
EU greenwashing crackdown
The environmental group said the case will mark the first test of the French regulator’s readiness for a wave of new European greenwashing legislation.
The European Parliament approved a new directive in January requiring member states to introduce stricter rules surrounding the use of sustainability claims by companies and banning certain practices.
European lawmakers are currently working on a further piece of legislation that aims to define what kind of information companies must provide to justify their green marketing in the future. In its current form, the proposed regulation would require sustainability claims to be based on scientific evidence and checked by an independent and accredited verifier.
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The so-called “Green Claims” directive is currently going through a negotiation process between the European Parliament and the European Council – which brings together EU leaders – before a final text is agreed.
“For decades, companies have faced no consequences for deceptive practices aimed at misleading the public about their environmental and climate justice impacts,” said Stand.earth’s Paglia. “However, we’re now seeing a rising interest in holding these companies accountable for their claims, and a crackdown is beginning to happen from Europe to North America.”
(Reporting by Matteo Civillini; editing by Megan Rowling)
The post Canada’s Olympics kit provider hit with greenwashing complaint in France appeared first on Climate Home News.
Canada’s Olympics kit provider hit with greenwashing complaint in France
For the first time, new-energy vehicles (NEVs) made up 67% of new car sales in China in September, according to the latest data from the China Passenger Car Association (CPCA).
The figures show that NEVs, which include battery electric cars and plug-in hybrids, captured a record share of sales, even though fewer were sold than last year.
This is because sales of combustion-engine cars are falling steeply, a trend that the CPCA has attributed to rising petrol prices following the start of the Hormuz crisis.
Indeed, sales of fuel-only cars were down 31% year-on-year in the first nine months of 2026, with plug-in hybrid sales down 26% – whereas battery EV sales were only down 4%.
One analyst tells Carbon Brief that China’s rapidly growing EV fleet has offset demand for 143m barrels of oil since the start of the Hormuz crisis.
Another says that the crisis is “reinforcing China’s electrification of road transport”.
Meanwhile, amid slowing domestic sales, Chinese carmakers’ exports of NEVs more than doubled [in 2026 to date / in September] from a year earlier.
NEV record
A record two out of every three cars sold in September in China were NEVs, according to CPCA data, as shown in the figure below.
(NEVs predominantly include battery electric vehicles – BEVs – and plug-in hybrids – PHEVs. BEVs only run on electricity, whereas PHEVs also have a combustion engine.)
This marks a rapid rise for NEVs from just 6% of new car sales in 2020 up to 58% in 2026 to date – and a record 67% in the month of September.
This year, NEVs’ share of sales has also bounced back from a low of 39% in January, after the full purchase tax exemption that had been in place for more than a decade came to an end in December 2025.
The gain in NEV share in 2026 has come amid a slowdown across the wider domestic passenger-car market, which has hit sales of combustion-engine vehicles particularly hard.
This September, passenger-car retail sales across all categories declined, with overall sales volumes falling 28% year-on-year.
The contraction was led by combustion-engine vehicles, which saw sales fall 43% year-on-year in September and 31% in 2026 to date.
However, sales of PHEVs also fell by 36% year-on-year in September and by 26% in 2026 to date. By comparison, BEVs performed better, although sales still declined 8.5% from a year earlier in September and 4% in 2026 to date.
As a result, NEV sales overall fell by 17% in September and 13% in 2026 to date.
While the market changes in 2026 to date were particularly dramatic, they reflect a broad continuation of trends seen over the past decade.
Indeed, sales of combustion-engine cars in China peaked in 2017 and they have been declining ever since, shown in the figure below.
Impact of Hormuz
Part of the reason for the advance of NEVs in 2026, said Chinese technology news outlet OFweek, was petrol cars “giving up market share” as they were outperformed by electric alternatives.
Cui Dongshu, secretary-general of the CPCA, cited higher petrol prices as an explanation for September’s weak combustion-car sales, in comments to financial news outlet National Business Daily.
Imports of oil into China in January-September have fallen 15% compared to 2025, equivalent to 470m barrels, as ongoing conflict tightened supply and drove up prices.
China’s passenger-car NEV fleet has displaced 143m barrels of oil so far during the strait of Hormuz crisis, Euan Graham, senior energy analyst at thinktank Ember, tells Carbon Brief.
EVs “accounted for 12% of the decrease in China’s oil use post-Hormuz”, according to an estimate provided to thinktank the Brookings Institute by an unnamed analyst.
Erica Downs, a senior research scholar at Columbia University’s Center on Global Energy Policy, tells Carbon Brief that the strait of Hormuz crisis and higher oil prices are “reinforcing China’s electrification of road transport”.
She says the “world’s largest oil supply disruption” vindicates China’s early bet on EVs, which was partly driven by concerns about oil-supply security.
NEV demand down
Nevertheless, NEV sales have fallen year-on-year, albeit at a slower rate than overall car sales. The growth in NEV market share has also been decelerating.
Zhang Yichao, a partner at consulting firm AlixPartners, tells Carbon Brief that NEVs benefit from government trade-in policies and a “strong pipeline” of new models, particularly those involving innovation.
He says these factors help explain why NEVs sales have fallen at a slower rate to their combustion-car counterparts.
Cui told the state-run China National Radio that the fall for NEVs and for cars overall in September 2026, is also due to a high baseline of sales from the same month in 2025, as well as changes to trade-in policies and disruptions from the holiday period.
Other factors, says consulting firm Wood Mackenzie, are the weakened demand due to “demand pull-forward” in 2025 caused by the end of subsidies, as well as “tighter financing conditions”.
Zhang tells Carbon Brief he does not “see much more room ahead” for further growth in NEVs’ market share.
He adds that, in his view, their share in China is unlikely to exceed 80%, as some premium-market segments and specific use cases will continue to require combustion-engine vehicles.
Exports surge
Meanwhile, while domestic NEV retail sales fell 17% in September 2026, exports more than doubled, increasing 164% year-on-year, according to the CPCA.
This extends the decline in domestic sales and very strong growth in exports seen across 2026 to date, as shown in the figure below.
In September, 1,084,000 NEVs were sold domestically in China, while 558,000 NEVs were exported.
Exports are becoming increasingly important to Chinese carmakers, in the face of weaker domestic demand and cut-throat industrial competition.
The CPCA says exports have become “a core priority” for some carmakers.
However, the surge in exports from China has created concern in the EU, which has placed tariffs on imports of EVs from China and recently agreed plans to cut imports of hybrids.
Countries including Mexico and Turkey have also placed tariffs on Chinese EV imports.
At the same time, the Chinese government is putting policies in place that might be expected to disincentivise exports, such as