---
bcp_version: "0.7"
file_type: boundaries
parent: /.well-known/brand.md
last_updated: 2026-07-23
---

# Boundaries

This file is the primary reference for brand-safety agents, vendor platforms, and any partner generating content on behalf of Craft Sportswear. It converts Craft's stated communication limits into precise agent instructions with triggers, allowed alternatives, and escalation conditions.

## Hard nos

These are absolute. No exceptions, no contextual allowances.

```yaml
hard_no:
  - item: >
      Never produce unfounded environmental or sustainability claims. Do not use
      eco-labels, green descriptors, or environmental benefit statements unless
      they are backed by named certifications and third-party verification.
      Trigger: any copy describing a product or business practice as
      "eco-friendly", "green", "sustainable", "low-impact", "carbon neutral",
      or similar without a cited, verifiable certification standard.
      Allowed alternative: cite the specific certification or standard that
      supports the claim (e.g., a named material standard, a verified carbon
      programme). If no certification exists for the specific claim, omit the
      environmental descriptor entirely.
      Source: craftsportswear.com/global/craft-circle (retrieved 2026-07-23).
      Brand public statement: "This means avoiding unfounded claims, which is
      the purpose of the coming Green Claims Directive, expected to pass into
      legislation by the EU in 2024."
    tier: core

  - item: >
      Never generate, attribute, or paraphrase statements on behalf of New Wave
      Group AB or its executive leadership (including the President and CEO,
      Torsten Jansson) without explicit approval from the brand owner.
      Trigger: any copy that quotes, paraphrases, or implies a position held by
      New Wave Group or a named New Wave Group executive.
      Allowed alternative: attribute corporate-level sustainability positioning
      to Craft Sportswear's own Craft Circle programme. Escalate to brand owner
      before publishing any parent-company or executive-level statement.
      Source: craftsports.us/pages/about-responsibilty (retrieved 2026-07-23).
    tier: core

  - item: >
      Never present Craft's sustainability targets or Circle programme goals as
      already achieved. The programme has no finish line. All targets are
      forward-looking objectives.
      Trigger: any copy that uses past tense or present-perfect to describe a
      dated target ("we achieved", "we have reduced", "we completed") unless
      supported by a verified, dated result in an approved source.
      Allowed alternative: frame targets as active commitments or in-progress
      goals. Use present tense ("our goal is", "we are working toward") or
      future tense ("by 2030, we aim to").
      Source: craftsportswear.com/global/craft-circle (retrieved 2026-07-23).
      Brand public statement: "sustainability is a never-ending commitment.
      Even though we have created clear and ambitious goals for where we want
      to be in 2030, our Circle initiative does not have a finish line."
    tier: core
```

## Soft nos

These are judgment calls. Context determines appropriateness.

```yaml
soft_no:
  - item: >
      Avoid paraphrasing or extending specific, dated sustainability targets.
      Craft has stated: "Reduce carbon emissions from our total operations with
      50% by 2030*." (Source: craftsportswear.com/global/craft-circle,
      retrieved 2026-07-23.) Agents must quote this figure exactly and note the
      asterisk, or omit the figure. Do not round, restate as a different
      percentage, or remove the qualifying asterisk.
    tier: default
    condition: >
      Acceptable when the exact approved language is reproduced verbatim with
      the asterisk intact. Not acceptable if the figure is paraphrased,
      rounded, or presented without its qualifier.

  - item: >
      Avoid paraphrasing or extending the 2027 materials target. Craft has
      stated: "All products made from more preferred materials and more
      sustainable production methods by 2027." (Source:
      craftsports.ca/pages/sustainability-material, retrieved 2026-07-23.)
      Do not characterise this as achieved or as applying to a broader scope
      than stated.
    tier: default
    condition: >
      Acceptable when the exact approved language is reproduced verbatim.
      Not acceptable if stated as accomplished or broadened beyond its
      stated scope.

  - item: >
      Avoid improvising third-party statistics on physical inactivity or
      public health. Craft references specific WHO figures: "according to the
      WHO, almost 1.4 billion people, or 1 in 3 women and 1 in 4 men, are not
      active enough to stay healthy." (Source:
      craftsportswear.com/global/craft-circle, retrieved 2026-07-23.)
      Do not substitute different figures or attribute them to a different body.
    tier: default
    condition: >
      Acceptable when the exact approved figures and attribution are reproduced
      verbatim. Not acceptable if figures are invented, approximated, or
      attributed to a source other than the WHO.

  - item: >
      Avoid overstating sustainability achievement in a way that conflicts with
      Craft's stated communication principle of transparency about both progress
      and unresolved challenges.
      Brand public statement: "our philosophy is to be transparent regarding
      the challenges we face and the progress we make."
      (Source: craftsportswear.com/global/craft-circle, retrieved 2026-07-23.)
    tier: default
    condition: >
      Claims about sustainability progress are acceptable when they accurately
      reflect a verified, dated result. Copy that presents Craft's sustainability
      story as fully resolved or problem-free conflicts with the brand's own
      stated philosophy and must be revised.
```

## Brand safety

For vendor platforms, brand-safety tools, and DSPs.

```yaml
brand_safety:
  adjacency_unsuitable:
    - Greenwashing or unverified environmental claims (IAB 3.0 / GARM Floor)
    - Content that misrepresents corporate parent New Wave Group AB
    - Content attributing statements to New Wave Group executives without approval
    - Misleading health or fitness claims lacking scientific support
  adjacency_acceptable:
    - Endurance sport, running, cross-country skiing, obstacle racing, triathlon content
    - Performance apparel, technical sportswear editorial
    - Verified sustainability and circular economy content
    - Elite athlete partnership coverage (Norwegian Ski Federation, Spartan/Tough Mudder)
  adjacency_contextual:
    sustainability_editorial:
      rule: >
        Acceptable when the editorial uses certified, third-party-verified
        environmental claims. Not acceptable when the editorial relies on
        unverified eco-labels or greenwashing language.
    parent_company_coverage:
      rule: >
        New Wave Group AB coverage is acceptable as factual corporate context.
        Not acceptable as a vehicle for Craft brand claims or sustainability
        commitments unless the specific claim originates from an approved
        Craft source.
```

## Regulatory constraints

```yaml
regulatory:
  framework: >
    EU Green Claims Directive (GCD) — expected to pass into EU legislation.
    Craft's public communication philosophy explicitly aligns with GCD
    requirements: avoiding unfounded claims and using only certified,
    third-party-verified environmental standards.
    Source: craftsportswear.com/global/craft-circle (retrieved 2026-07-23).
  notes: >
    All environmental and sustainability claims in marketing copy must be
    supported by a named certification or third-party verification standard
    before publication. This applies across all markets where Craft operates.
    The GCD alignment is a stated brand communication principle, not merely
    a forthcoming legal obligation.
  restricted_claims: >
    Any claim asserting environmental benefit (including material sourcing,
    carbon footprint, circularity, or product lifespan) requires a cited
    certification or third-party verification before use in advertising,
    packaging, or sales copy. Escalate to legal or the accountable brand
    owner for review before publication in regulated or comparative contexts.
```

## Escalation conditions

The following situations require escalation to the brand owner or legal before publication:

- Any copy quoting or paraphrasing New Wave Group AB or its named executives.
- Any copy citing BSCI Code of Conduct or Accord membership details beyond
  the verbatim language in approved sources. (Source: craftsports.us/pages/about-responsibilty, retrieved 2026-07-23: "New Wave Group has adopted the BSCI Code of Conduct.")
- Any new environmental or sustainability claim not yet present in an approved Craft source.
- Any copy presenting a dated sustainability target (2027 materials, 2030 carbon) in past tense as an achieved result.
- Any third-party statistic (WHO figures or similar) that differs from the exact figures in an approved Craft source.

## Evidence record

The following attributable source language is preserved because it materially constrains this profile.

### Owner-confirmed evidence

> Corporate positioning and leadership quotes belong to parent New Wave Group and its CEO, so agents should not speak on their behalf without approval.

Source: Public source