Nike is doing it. In a 'considered' push towards greener products it is slowly but perceptibly going green. And this strategic move couldn't have come any sooner as the world battles the environmental problems on one hand and the economic crisis on the other. The new products unveiled on Tuesday not only promote a new track of eco consciousness but also symbolize an attempt by the American conglomerate to maintain their profits in the face of the economic slowdown.

 Following their new 'Nike Considered' brand philosophy, the slew of products look at bringing in recyclability and sustainability through use of materials and innovative designs. Sample this...gear made with less material using better design patterns, glued together with water based adhesives instead of synthetics, use of cork and other recyclable materials.
 
Chief Executive Mark Parker in an interview,

“We’re trying to reduce costs and improve margins. To make the company more profitable while reducing the footprint we have on the planet."

He was in New York for an event presenting the Nike line of several dozen shoe designs, and some articles of clothing, made under the "Considered" principles to reduce waste and use of water, energy and toxic chemicals. The new line on showcase is 15 percent of Nike's total Spring 2009 offering.

The economic slowdown is affecting Nike as any other company, but Nike sees a window of opportunity to innovate and take forward its marketing idiom. Truly speaking, going green is costlier than the more conventional approach. Environmentally friendly materials are necessarily not cheap, but Nike believes that it can maintain its profit margins through better handling of its supply chains. Cost offsets achieved through a better managed supply chain across the world will more or less make up for the increase in manufacturing costs of the new line of products. Nike's strong brand recall is also helping the company to tide over the pessimism of buyers. The brands under the Nike banner have yet to show a major dent because of the economic downturn.

The green campaign is not a new turn of events for Nike. It had earlier demonstrated its technical chutzpah by designing the gear of the U.S. track and field team for the Beijing Olympics using recycled Coca-Cola bottles. High on its agenda is to meet the targets set out in its "Considered" standards by 2011, all clothing by 2015, and all equipment like balls, gloves and backpacks by 2020.  To understand the 'Considered' principle behind Nike products we have to look at the Air Jordan XX3 shoe launched early this year. The aerodynamic shoe is made from recycled plastic and scrap materials with no toxic adhesives. The strength is in the stitching which provides support and helps hold the shoe together.

The 'Considered' benchmarks will lead to Nike reducing waste in its supply chain by 17 percent and increasing the use of environmentally preferred materials by 20 percent.
When a strong brand like Nike says - Let's do it, it is more than a symbolic high five for going green.

Source: Reuters
Image: Flickr.com