Nike, Inc. is an American multinational corporation that is committed in the design, development, manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is one of the world’s largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment.
The vision of the company is to help Nike, Inc. and its consumers thrive in a sustainable economy where people, profit and planet are in balance. To get there, the company is integrating sustainability principles and practices into everything they do: design; developing sustainable materials; rethinking processes; advocating for change in industry. To measure the progress, they set ambitious long-term targets and report on their performance.
Environment Care. In Nike, In., they believe that the looming crises of climate change, water scarcity and quality, and other resource constraints are even greater long-term challenges than today’s financial turmoil. Natural resources and ecosystem services have been undervalued, and the environmental impacts of business have been regarded as externalities. All this is changing and rightly coming into view as a priority for inclusion in the business planning of the company.
Innovation. In a resource-constrained world, the company must use innovation as a driver to conserve water, increase the energy efficiency, reuse and recycle their products. The company bets for develop the potential of a sustainable economy; one that balances people, planet and profit. That vision requires a shift in thinking and approach.
North Star by Nike. In order to guide the company for the long term, Nike has developed its North Star to define what sustainable products and a sustainable company would look like. The company developed its North Star in consultation with The Natural Step, an international nonprofit organization dedicated to education and research in sustainable development.
Their North Star is grounded in addressing sustainability at the core of their business, beginning with design. But it extends across everything the company does. Their commitment is to create extraordinary performance products for athletes while managing the business within nature’s limits.
Considered Design. This vision helps the company focus its effort and resources where they can make the most impact. For example, through innovative design, Nike can design out waste, chemicals and energy, and design in new materials and new approaches. This is the Considered Design concept. Nike Considered started as a product initiative that challenged designers to “Consider your impact. Consider your choices. Consider design, consider innovation, consider solutions.” When the company integrates this elevated consciousness into the design process, they can maximize the value of the products and minimize the impact of their production. With all this, they reduce waste and CO2 emissions across the whole supply chain.
The Long Term. Environmental issues and considerations are the pressing business issues for both tomorrow and today. Taking environmental issues into account is critical for future financial success and for the long-term sustainability of the business. Doing this in a manner which does not compromise the performance of today’s products and today’s business results is the challenge of Nike, Inc.