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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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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Excerpts

Background Note

Nike was originally founded as Blue Ribbon Sports (BRS) by Bill Bowerman (Bowerman) and Philip Knight (Knight) in January 1964. Knight was a track athlete in the University of Oregon and Bowerman was his coach...

Nike's Environmental Sustainability Efforts

According to analysts, implementing and monitoring programs that made operations and products of a company sustainable and ethical generally mitigated potential legal and market risks. In 1992, Nike faced criticism for using sulfur hexafluoride (SF6) , a super-potent greenhouse gas, in its Nike Air...

The 'Considered' Product Line

Nike introduced its first product under the 'Considered' product line in 2005. Under this line, it targeted designing products by incorporating the principles of sustainability. Nike Considered was developed by a few designers working for Nike's Innovation Kitchen at its headquarters at Beaverton, Oregon...

The Challenges

Nike started 'Considered' as a separate product line in 2005 but over a period of time, it decided to integrate it into its corporate ethos. Analysts expected Nike to face several challenges in adopting the environmentally friendly practices of 'Considered' across all of its product lines...

Exhibits

Exhibit I: Picture of Nike Trash Talk
Exhibit II: Nike Logo
Exhibit III: Nike's Supplier Code of Conduct
Exhibit IV: Picture of Nike 'Considered' Boot
Exhibit V: Basis for Nike's 'Considered' Index Evaluation
Exhibit VI: Nike 'Considered' Footwear Index Scoring System
Exhibit VII: Nike's Environmental Goals and Results


  

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