NIKE, Inc. (NYSE:NKE) on Tuesday announced the significant expansion of its Considered Design, a sustainably designed line of shoes that uses sustainable materials and reduces waste through easier deconstruction and recycling at the end of product life.
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).
For example, Nike’s best-selling running shoe, the Pegasus, now has Nike Considered Design.
"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 products that minimize environmental impact by reducing waste throughout the design and development process, use environmentally preferred materials, and eliminate toxics. Nike said its 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 1990, 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% recycled polyester.
Nike has set public targets for its Considered goals, aiming to have 100% 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% and the use of environmentally preferred materials will be increased by 20%, according to the company.
Nike said it’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.
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