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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Introduction Contd...

According to Valerie Casey (Casey), Practice Head, Digital Experiences/Network Cultured, IDSA4, "The Trash Talk shoe is the hero of Nike's hyper-progressive and innovative sustainability program. High concept, aesthetics, and performance - in combination with a smart and comprehensive eco-manufacturing methodology - make this shoe the holy grail of conscious consumption. Karmic debt still outstanding, but this is a huge down payment."5 (Refer to Exhibit I for Nike Trash Talk Visual).

As of 2009, Nike was the world's leading athletic footwear company with over 50,000 product styles. It sold about 225 million pairs of shoes in 2008 in 160 countries. Nike also marketed other product lines like sports apparel and sports equipment.

It grew into the world's leading athletic company taking both the organic and inorganic routes. Since the early 1990s, Nike had been taking several measures to minimize the environmental impact of its products and processes.

According to Nike, it had come to realize that the environmental impact of its products and processes was adverse and that it had to find solutions to minimize them. It said that since the early 1990s, it had started taking several measures to minimize the environmental impact of its products and processes...

Excerpts >>

4] Established in 1938, The Industrial Designers Society of America (IDSA) is the world's largest, member-driven society for product design, industrial design, interaction design, human factors, ergonomics, design research, design management, universal design, and related design fields as of 2009.

5] "Nike Trash Talk," www.idsa.org, July 2009.


 

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