Nike 'Considered' - An Environmental Sustainability Initiative

            
 
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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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Case Details:

Price:

Case Code : BECG111 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Environmental Sustainability
Case Length : 16 Pages
Period : 2001-2009
Pub Date : 2010
Teaching Note : Not Available
Organization : Nike Inc.
Industry : Athletic Footwear
Countries : US

Abstract:

US based Nike, the world's leading athletic footwear company, launched an eco-friendly shoe in 2005 under a newly created product line called 'Considered.' The launch of 'Considered' product line was one of the major and innovative environmental friendly initiatives of Nike. The company had been making efforts to reduce its environmental footprint since the early 1990s. It took several steps like phasing out sulfur hexafluoride, recycling shoes and manufacturing waste to design sports surfaces and working along with several NGOs to reduce its environmental impact.

Nike 'Considered' is an innovative concept where designers were encouraged to design shoes using less amounts of harmful adhesives and more of recycled material.

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The concept was further extended to be used in apparel and sports equipment that the company produced. Nike had developed an index called 'Considered Index' using which Nike's designers could get a ranking based on the environmental friendliness during the design phase before they went for commercial production. Nike aimed at making its own facilities and business travel climate neutral by 2011. It had set a target of making all its footwear meet the minimum standard of 'Considered Index' by 2011, its apparel by 2015, and sports equipment by 2020.

Issues:

Study the efforts taken by Nike to reduce its environmental footprint.

Examine various ways to minimize the environmental impact of its operations by a multinational corporation.

Analyze the efficacy of Nike's 'Considered' footwear index scoring system.

Study Nike's environmental goals and analyze the results.

Contents:

  Page No.
Introduction 1
Background Note 2
Nike's Environmental Sustainability Efforts 4
The 'Considered' Product Line 6
The Challenges 8
Exhibits 9

Keywords:

Nike Inc., Nike 'Considered', Sustainable Business Practices, Sustainability Program, Considered Index, Environmental Impact, Shoe Recycling Program, Corporate Responsibility Committee, 'Reuse-A-Shoe' Program, 'Considered Score', Environmentally Preferred Materials, 'Nike Considered Design', Nike Supplier Code of Conduct, Nike's 'Considered' Index Evaluation, Nike 'Considered' Footwear Index Scoring System

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