A multiple case study exploring sustainability tensions in the sneaker industry

This study has a twofold purpose. First, it examines the paradoxical tensions fashion brands face when navigating overlapping environmental, social and economic issues. Second, it investigates whether, how and to what extent these brands manage such complexities. Using paradox theory, the research adopts an exploratory multiple case study approach, encompassing nine sneaker companies aiming to reduce virgin plastic use. The analysis identifies eleven tensions clustered into five categories: resource and product availability, process feasibility, product functionality, resource and product affordability, and product fashionability. The study then shows how these tensions can be reframed into operational responses, identifying fourteen actions that help mitigate paradoxical pressures linked to the urgent plastic challenge. This advances understanding in sustainable production and operations management and provides actionable insights for firms whose business models require addressing such grand challenges. While drawn from sneaker companies, these practices are transferable to other areas of the fashion industry.