Nike Considered: Simply Remarkable

Nike has just launched its new Considered family of shoes, designed from a Cradle-to-Cradle-ish Point of View.  To create the Considered line, Nike's designers went back to first prinicples, questioning basic design traditions in order to get to a new and better product outcome which addresses the environmental footprint required to source, manufacture, and recycle shoes.  Here are some highlights:

• Leather (a renewable resource) pieces are stiched in an overlapping fashion so as to produce smooth internal seams, obviating the need for comfort liners and reducing the shoes's material mass.
• All of those leather pieces are tanned using a vegetable-based process
• Again, to save material mass, metal eyelets aren't used
• The two-piece outsole is designed to snap together, eliminating harmful adhesives and simplifying recyclability
• No use of PVC
• Where possible, materials are sourced locally to reduce transportation energy use

The result?  Considered shoes generate 63% less waste in manufacturing than a typical Nike design.  The use of solvents has been cut by 80%.  And a stunning 37% less energy is required to create a pair of shoes. 

Is Considered a perfect example of green design?  No, but when was the last time anyone did anything to perfection?  I'm just happy to see a big, public company like Nike -- with everything to lose, and not so much to gain -- take a leadership role in trying to forge a new market space for environmentally friendly, socially relevant products.  This is a wonderful first step.

The result is a new sub-brand of shoes whose differentiation is rooted not in the multi-million dollar marketing endorsement of a basketball player, but in the physical makeup and design of the offering itself.  That's real, and I hope it's for keeps.

Comments

[Andrea Learned]

It is very exciting to see that Nike built their social responsibility right into the product line, making it easy for prospective buyers to sense a new story behind the brand - and so, possibly, rebuild trust that had been lost. I am inspired to cut them some slack re: their previous labor practice problems and see where this Considered line goes. Very interesting...

[Diego]

Hi Andrea,

Yes, building social responsibility into the product is the best way for Nike to shift its brand meaning.

I work in a shoe-centric corporate culture, and the Considered line is making a big splash... they're certainly getting the attention of shoe mavens!

[Kat]

Did anyone notice that they built a whole new line of shoes to promote sustainability? That makes me think that their other shoes are made just the same way as they always have been.