To evaluate each athletic brand comprehensively, we developed a synopsis grounded in the Eight Fashion Playbook Principles, assessing how well each brand aligned with the framework’s expectations for information, transparency, cultural responsibility, and advocacy. Our analysis revealed that Gymshark demonstrates limited transparency and frequently makes sustainability-oriented claims without providing clear evidence, ultimately adhering to a predominantly linear production model. In contrast, NAGNATA satisfies most of the principles; however, its premium pricing structure may make the brand less accessible to a wider consumer base despite its stronger commitment to sustainable practices.