Nike Markets Air Jordan As Eco-Friendly

January 10, 2008

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Nike has designed its Air Jordan XX3 shoe to be environmentally correct, perhaps the first “green” shoe in the team sports footwear category, BrandWeek reports.

Beyond the mainstream marketing campaign, Nike is touting the sneaker as being the first product in its companywide “Considered” initiative, under which all products would be designed to reduce waste and incorporate environmentally friendly materials. The sneaker uses a minimal amount of adhesives and glues that are considered environmentally unfriendly, instead relying on a system of interlocking panels, which meant designing new machines to produce the product.

“Within six months, you’ll see other [basketball shoe] companies following our lead,” said Tinker Hatfield, Nike’s vp-innovation design and special projects.

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