Shopping=Power: Nike Considered

Consider Nike: Over the past decade the sportswear giant became a lightning rod for the anti-globalization crowd. The mega company's image was ripe for an overhaul -- as was its definition of corporate responsibility. Now, with its new line, Nike Considered, the company is altering its philosophy and production methods with an eye toward keeping things green. Nike Considered incorporates several initiatives to stem environmentally hazardous waste, PVC and petroleum-based adhesives; they've also created programs like "Reuse-a-Shoe," in which they recycle old shoes and turn them into running tracks (like the five-lane, 400-meter track at the company's headquarters in Beaverton, Oregon, constructed from more than 50,000 pairs of recycled shoes). It's a step in the right direction, and it's one the company says they plan to take further. On the company's website, vice president of footwear creative design John Hoke explains that Considered is both a product line and the ethic behind a team "committed to integrating sustainable product innovation across all Nike branded product." But don't just take it from them. This past June, the Smithsonian's Cooper-Hewitt National Design Museum gave a National Design Award to the company for corporate achievement -- a recognition of just how far "Just Do It" has come.

Jonathan Durbin

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