Nike seems to be confused at the moment. They have just produced some shoes (model: Nike Trash Talk) from shoe waste material which has been recycled, that's good right? Well yes, it is. They are exploring other ways to work and be less wasteful with their materials. But last week I was in Nike Town (a fairly unpleasant experience) and I found myself in the customer services department, which is on the third floor. This is what I saw:
Nike recycle old shoes and turn them into basketball courts. This was something they started a while back and was featured quite well in the press. The argument whether this is worth doing is not the issue here for me it's the fact that this big perspex box is away from all their customers. On the third floor (customer services) there is nothing else. No one is going to see this box or know they can give their trainers back. Why isn't it in the foyer of Nike Town for all to see? When I buy a new pair of Nikes, why am I not told about the service - that I can drop the shoes back when they are worn out?
How complicated must the internal politics be that one day they can make sustainable shoes and the next day they hide away another sustainability service in the depths of their shop?
Politics, Politics, Politics.
Supposedly if you go to http://nikereuseashoe.com/ you can find the nearest shoe drop off point but I got fed up with looking for it.
I agree, Charlie. When I visited Niketown in London I was surprised by how difficult it was to find the recycled old shoe display. And I was going there -just- to see it. I would love to see atleast a few of the 30 identical jersey-donned mannequins replaced by the box hidden on the third floor. Maybe then people would see how empty it was and feel compelled/guilted into donating. (Ps, great meeting you in London! So glad I discovered your blog!)
Posted by: Christine Huang | 26 February 2008 at 01:34