Nike Air Jordan Goes Green

From The Oregonian:

Nike says the Air Jordan XX3 is its first premium product designed according to the company's sustainable standards. The world's largest athletic-wear maker, based near Beaverton, says it changed how the shoe was designed and manufactured to reduce waste, use more environmentally friendly materials and eliminate solvent-based glues.

Industry insiders and designers lauded Nike for elevating sustainability goals to its most famous product. But they note that many of Nike's efforts to limit the shoe's impact on the environment are more baby steps than soaring, Jordanesque innovations.

Of all the stakeholders here -- which includes investors, manufacturers, activist groups and retailers -- I'd wager the ones that care the least about this announcement are those who buy Air Jordan basketball shoes.

But even a baby step is a step forward.

Comments

[josh]

Also, no mention of who is assembling these shoes, and what type of wage they earn. I think Nike can afford to use better materials on a shoe like this, as it will retail for some ungodly sum. But what about the shoes that Nike manufactures for discount retailers?

Like you said, though, a baby step is still a step. (Nice pun for an article about shoes ;)

[Mike]

In response to Josh's question, Nike does not manufacturer shoes for discount retailers anymore. The recent sell-off of the Exeter and Starter brand lines marked the end of Nike's brief foray into the discount realm. As part of its brand image, the company has gone to great lengths to keep Nike products out of such retailers as Wal-Mart.

[Glenn]

Makes me wonder how green those $14.98 Starbury shoes are.

http://www.starbury.com/