Nike debuted the company’s next major step in its evolution with Nike Considered Design - an ambitious expansion based on the principles behind its already popular Nike Considered product line.
While Nike has delivered consumers Considered products for several years, for the first time, Nike Considered Design will be featured in all of Nike’s six key categories: basketball, running, football (soccer), women’s training, men’s training and sportswear, as well as in tennis and ACG (All Condition Gear).
“As we look at how we design and develop products and run our global business, it’s not enough to be solving the challenges of today,” said President and CEO Mark Parker. “We are designing for the sustainable economy of tomorrow, and for us that means using fewer resources, more sustainable materials and renewable energy to produce new products.”
The goal of Nike Considered Design is to create performance innovation products that minimize environmental impact by reducing waste throughout the design and development process, use environmentally preferred materials, and eliminate toxics.
Nike designers are now expected to make smart, sustainable design choices at the start of their creative process which has led to Nike’s most extensive Considered Design range of product to date.
Since Nike introduced its footwear recycling program, Reuse-A-Shoe in 1993, sustainability has been a key area of development for the company. Over this past year alone, Nike introduced the Considered Air Jordan XX3, as well as a complete line of apparel for athletes in Beijing that was made from 100 percent recycled polyester.
Nike has set public targets for its Considered goals: We aim to have 100 percent of Nike footwear meet baseline Considered standards by 2011, all apparel by 2015, and all equipment by 2020.
Achievement of these goals would mean waste in Nike’s supply chain will be reduced by 17 percent and the use of environmentally-preferred materials will be increased by 20 percent.
“It all begins with design and engineering, and Nike designers will lead the Considered Design process to create more sustainable products with no compromise to consumers,” said Lorrie Vogel, Nike Considered GM.
“We’re proud of our accomplishments, and they represent a significant step toward making all Nike brand footwear, apparel and equipment Considered.”
Nike’s long-term vision for Considered is to design products that are fully closed loop: produced using the fewest possible materials, designed for easy disassembly while allowing them to be recycled into new product or safely returned to nature at the end of their life.
Nike understands this work can’t be done alone and places importance on the value of collaboration. Nike turned to The Natural Step, an international not-for-profit organization dedicated to education and research in sustainable development, to help create its future vision.
“The Natural Step and Nike have been working together to create a more sustainable future for 10 years. Nike’s progress has been tremendous. We are proud to be partners in their journey,” said The Natural Step founder, Dr. Karl-Henrik Robèrt.
“I have been inspired by Nike’s commitment and leadership,” added Richard Blume, Senior Advisor with The Natural Step.
“By using sustainability principles to guide decisions and create their Considered vision, Nike has ensured that its innovation efforts are informed by a rigorous, scientific understanding of sustainability. We believe that this distinguishes Nike and positions the company well to navigate the future.”