Nike 'Considered' - An Environmental Sustainability Initiative


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Case Details:

Case Code : BECG111
Case Length : 16 Pages
Period : 2001-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Nike Inc.
Industry : Athletic Footwear
Countries : US

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"I see unlimited possibility with Considered and the potential for us to be a game changer. It is helping us to be a better, more responsible, more profitable company. I envision a time when all our products are closed loop using sustainable, low carbon design."1

- Mark Parker, President and CEO, Nike Inc, in October 2009.

"Nike has been refocusing efforts and increasing investments in innovation and looking at new, sustainable business processes and models because our goal is to not only successfully navigate our way into the sustainable economy, but to seize early leadership in owning the new growth opportunities that will emerge."2

- Hannah Jones, Vice-president, Corporate Responsibility, Nike Inc, in October 2009.

Introduction

In July 2009, Nike Inc's (Nike) Trash Talk shoe won the 'Best in Show' award of the International Design Excellence Awards (IDEA)3.

The Trash Talk shoe was a performance basketball shoe made entirely from recycled materials like leather scraps and synthetic materials which were stitched together and attached to a rubber sole.

According to Nike, using recycled leather and stitches instead of fresh leather and harmful adhesives resulted in less of a negative impact on the environment.

Nike 'Considered' - An Environmental Sustainability Initiative - Next Page>>

1] Richard Blume, "Nike Launches Considered Design," http://thenaturalstep.org, November 03, 2008.

2] Tilde Herrera, "Nike: From Considered Design to Closing the Loop," http://uk.reuters.com, October 19, 2008.

3] International Design Excellence Awards 2009 were presented by the Industrial Design Society of America and sponsored by companies Target and Autodesk. IDEA is a premier international competition that honors design excellence in products, ecodesign, interaction design, packaging, strategy, research, and concepts.


 

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