Read more: Brands: authentic activism v slacktivism. Garg says it needs to be driven by top management and there also needs to be a long-term commitment to it so that it becomes part of the identity of the brand. Top management also needs to be clear on their vision for the brand and be willing to take a stance, despite potential blowback.
They're not just selling shoes, they're part of the community, part of the society driving the discourse. Garg observes that there is a certain expectation from brands — particularly bigger ones — to have an active voice on positions around key issues. We, as consumers are expecting brands to be part of our communities, rather than just our pockets.
That's perfectly okay. But I want to know who you are. What do you stand for? Brand activism can help organisations to another level in the future. Skip to main content. Why companies need to be authentic about brand activism. Twitter Facebook LinkedIn. Look also at the car industry and think about how vehicles like the Toyota Prius have taken off, not to mention Tesla vehicles on the high end.
Not yet. But do we see that trend emerging over the years and continuing to grow? Nike has had a robust Corporate Social Responsibility program in place since the s. How and why did it begin? Nike began its sustainability journey in a very public way in the early s, when we became one of the first companies to be campaigned against around the issue of supply chain and labor rights. If you zoom back to that time, there was no such thing as corporate responsibility, and there had been only a few major campaigns by NGOs [Non-Governmental Organizations] against brands — after the oil spill from the tanker Exxon Valdez in Alaska, for instance.
In the s, we ran into criticism over labor practices at our contract factories, and so we really learned the hard way how important it is to embed sustainability into your business model and think about environmental and social impacts through your entire value chain.
It took us awhile to emerge with some significant lessons learned. In trying to solve these problems, we came up with a several important insights that helped the company greatly. We need the help of others, so we have to create partnerships and work with NGOs and government agencies -- very different stakeholders from the ones we were used to dealing with.
The art of collaboration becomes critical. And third, we began to realize that we would have to reduce our dependence on scarce resources while continuing to grow as a business. To do that, we would have to innovate much more than we had in the past. Which brings us to where we are today. For us sustainability is a source of innovation. Once we determined that sustainability was going to be part of our growth and innovation agenda, we began to build a competency in things like strategic investments and strategic alliances and partnerships, looking to research labs and other organizations to help us.
One problem we were concerned about, for instance, was the very significant use of water for dyeing apparel — 12 to 18 gallons of water per pound of fabric -- a process that demands a large amount of energy as well. So having made a minority investment in DyeCoo and developed a strategic partnership with them, we have been working with some of dye houses to prototype and develop a way to take this technology into the Nike supply chain first, and then out into the industry as a whole.
We want this to become the new normal. At the end of the day, we need the world to move to a palette of green chemistries used for the manufacturing and making of fabrics for footwear and apparel. A panel of judges picked the top ten innovations earlier this year, which will be put through an accelerator program that includes mentors and help in scaling the innovations for use throughout the industry.
What are some of the other keys to your sustainability success?
The company is headquartered near Beaverton , Oregon , in the Portland metropolitan area. The company takes its name from Nike , the Greek goddess of victory. Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of " Just Do It " and the Swoosh logo. According to Otis Davis , a University of Oregon student-athlete coached by Bowerman and Olympic gold medalist at the Summer Olympics , his coach made the first pair of Nike shoes for him, contradicting a claim that they were made for Phil Knight.
I don't care what all the billionaires say. Bill Bowerman made the first pair of shoes for me. People don't believe me. In fact, I didn't like the way they felt on my feet. There was no support and they were too tight. But I saw Bowerman made them from the waffle iron , and they were mine". BRS prepared to launch its own line of footwear, which was rebranded as Nike, and would bear the Swoosh newly designed by Carolyn Davidson.
Patent and Trademark Office on January 22, In , the company hired John Brown and Partners, based in Seattle, as its first advertising agency. Throughout the s, Nike expanded its product line to encompass many sports and regions throughout the world. Phil Knight announced in mid that he would step down as chairman of Nike in In a company public announcement on March 15, , Nike CEO Mark Parker said Trevor Edwards, a top Nike executive who was seen as a potential successor to the chief executive, was relinquishing his position as Nike's brand president and would retire in August.
On June 24, , during an earnings call with investors, CEO John Donahoe stated that "Nike is a brand that is of China and for China", in response to a question about competing against Chinese brands. Nike has acquired and sold several apparel and footwear companies over the course of its history. Its first acquisition was the upscale footwear company Cole Haan in ,  followed by the purchase of Bauer Hockey in In order to refocus its business lines, Nike began divesting itself of some of its subsidiaries in the s.
In February , Nike acquired Datalogue, a New York based company focused on digital sales and machine learning technology. On December 19, , Nike's quarterly profit rose due to a 13 percent increase in global orders for merchandise since April of that year. Nike shares NKE rose 0. It was the first decrease in six years. Nike produces a wide range of sports equipment and apparel.
Their first products were track running shoes. Nike Air Max is a line of shoes first released by Nike, Inc. Additional product lines were introduced later, such as Air Huarache, which debuted in The most recent additions to their line are the Nike 6. Nike's range of products include shoes, jerseys, shorts, cleats , baselayers , etc. Nike also sells shoes for activities such as skateboarding , baseball, cycling, volleyball, wrestling , cheerleading , lacrosse , cricket , aquatic activities, auto racing, and other athletic and recreational uses.
Nike recently teamed up with Apple Inc. While the product generates useful statistics, it has been criticized by researchers who were able to identify users' RFID devices from 60 feet 18 m away using small, concealable intelligence motes in a wireless sensor network. The Nike Vaporfly first came out in and their popularity, along with its performance, prompted a new series of running shoes. Pebax foam can also be found in airplane insulation and is "squishier, bouncier, and lighter" than foams in typical running shoes.
The Nike brand, with its distinct V-shaped logo, quickly became regarded as a status symbol  in modern urban fashion and hip-hop fashion  due to its association with success in sport. By the s and s , American and European teenagers  associated with the preppy  or popular clique  began combining these sneakers,  leggings , sweatpants, crop tops ,  and tracksuits with regular casual chic  street clothes  such as jeans, skirts, leg warmers , slouch socks , and bomber jackets.
Particularly popular [ citation needed ] were the unisex spandex Nike Tempo compression shorts  worn for cycling and running, which had a mesh lining, waterproofing, and, later in the s, a zip pocket for a Walkman or MP3 player.
From the late s into the s , Nike Elite basketball socks began to be worn as everyday clothes by hip-hop fans and young children. In , a new self-lacing shoe was introduced. Called the Nike Mag , which are replicas of the shoes featured in Back to the Future Part II , it had a preliminary limited release, only available by auction with all proceeds going to the Michael J.
Fox Foundation. Nike have introduced a premium line, focused more on streetwear than sports wear called NikeLab. In March , Nike announced its launch of a plus-size clothing line, which will feature new sizes 1X through 3X on more than products. On July 23, , a pair of Nike Inc.
The so-called "Moon Shoes" were designed by Nike co-founder and track coach Bill Bowerman for runners participating in the Olympics trials. Nike's world headquarters are surrounded by the city of Beaverton but are within unincorporated Washington County.
The city attempted to forcibly annex Nike's headquarters, which led to a lawsuit by Nike, and lobbying by the company that ultimately ended in Oregon Senate Bill of Under that bill's terms, Beaverton is specifically barred from forcibly annexing the land that Nike and Columbia Sportswear occupy in Washington County for 35 years, while Electro Scientific Industries and Tektronix receive the same protection for 30 years.
Nike has contracted with more than shops around the world and has offices located in 45 countries outside the United States. However, due to harsh criticism from some organizations like CorpWatch , Nike has disclosed information about its contract factories in its Corporate Governance Report. In the s, Nike received criticism  for its use of sweatshops.
Later on that year, many protests occurred in big cities such as in Washington, DC and Boston in order to show public outcry for Nikes use of child labor and sweatshops. Nike has been criticized for contracting with factories known as Nike sweatshops in countries such as China , Vietnam , Indonesia and Mexico. Vietnam Labor Watch, an activist group, has documented that factories contracted by Nike have violated minimum wage and overtime laws in Vietnam as late as , although Nike claims that this practice has been stopped.
Campaigns have been taken up by many colleges and universities, especially anti-globalisation groups, as well as several anti-sweatshop groups such as the United Students Against Sweatshops. As of July , Nike stated that two-thirds of its factories producing Converse products still do not meet the company's standards for worker treatment.
A July Associated Press article stated that employees at the company's plants in Indonesia reported constant abuse from supervisors. During the s, Nike faced criticism for the use of child labor in Cambodia and Pakistan in factories it contracted to manufacture soccer balls. Although Nike took action to curb or at least reduce the practice, they continue to contract their production to companies that operate in areas where inadequate regulation and monitoring make it hard to ensure that child labor is not being used.
In , a BBC documentary uncovered occurrences of child labor and poor working conditions in a Cambodian factory used by Nike. In April , one of the biggest strikes in mainland China took place at the Yue Yuen Industrial Holdings Dongguan shoe factory, producing amongst others for Nike. Yue Yuen did underpay an employee by yuan The average salary at Yue Yuen is yuan per month.
The factory employs 70, people. This practice was in place for nearly 20 years. On November 5, , the Paradise Papers , a set of confidential electronic documents relating to offshore investment , revealed that Nike is among the corporations that used offshore companies to avoid taxes.
Appleby documents detail how Nike boosted its after-tax profits by, among other maneuvers, transferring ownership of its Swoosh trademark to a Bermudan subsidiary, Nike International Ltd. This transfer allowed the subsidiary to charge royalties to its European headquarters in Hilversum , Netherlands , effectively converting taxable company profits to an account payable in tax-free Bermuda.
Dutch law treats income earned by a CV as if it had been earned by the principals, who owe no tax in the Netherlands if they do not reside there. In September , Nike announced it had signed former American football quarterback Colin Kaepernick , noted for his controversial decision to kneel during the playing of the US national anthem, to a long-term advertising campaign.
Sports , Kaepernick and Nike agreed to a new contract despite the fact Kaepernick has been with the company since and said that "interest from other shoe companies" played a part in the new agreement. Robinson said the contract is a "wide endorsement" where Kaepernick will have his own branded line including shoes, shirts, jerseys and more.
According to Robinson, Kaepernick signed a "star" contract that puts him level with a "top-end NFL player" worth millions per year plus royalties. The College of the Ozarks removed Nike from all their athletic uniforms in response. During the following week, Nike's stock price fell 2. The trainers were designed to celebrate Independence Day. The model was subsequently withdrawn after Colin Kaepernick told the brand he and others found the flag offensive because of its association with slavery.
He claimed that after Houston Rockets general manager Daryl Morey was criticized by the Chinese government for his tweet supporting the Hong Kong protests , Nike removed Rockets merchandise from its stores in China.
On January 31, , the World Athletics issued new guidelines concerning shoes to be used in the upcoming Tokyo Olympics. Some of the major changes in the guidelines that have come about as a result of these criticisms include that the "sole must be no thicker than 40mm" and that "the shoe must not contain more than one rigid embedded plate or blade of any material that runs either the full length or only part of the length of the shoe.
The plate may be in more than one part but those parts must be located sequentially in one plane not stacked or in parallel and must not overlap". The components of the shoes are not the only thing that had major changes; starting April 30, , "any shoe must have been available for purchase by any athlete on the open retail market online or in store for a period of four months before it can be used in competition". On April 1, a federal judge ordered a temporary restraining order blocking the sale and distribution of the shoes pending a preliminary injunction.
In December , the European Center for Constitutional and Human Rights filed a criminal complaint in a Dutch court against Nike and other brands, alleging that they benefited from the use of forced Uyghur labor in Xinjiang. In , New England -based environmental organization Clean Air-Cool Planet ranked Nike among the top three companies out of 56 in a survey of climate-friendly companies.
Nike has also been praised for its Nike Grind program, which closes the product lifecycle , by groups such as Climate Counts. Since , Nike has worked on its Reuse-A-Shoe program. The material that is produced is then used to help create sports surfaces such as basketball courts, running tracks, and playgrounds.
A campaign that Nike began for Earth Day was a commercial that featured basketball star Steve Nash wearing Nike's Trash Talk Shoe, which had been constructed in February from pieces of leather and synthetic leather waste from factory floors. The Trash Talk Shoe also featured a sole composed of ground-up rubber from a shoe recycling program. Nike claims this is the first performance basketball shoe that has been created from manufacturing waste, but it only produced 5, pairs for sale.
Sulfur hexafluoride is an extremely potent and persistent greenhouse gas that was used to fill the cushion bags in all "Air"-branded shoes from to In a project through the University of North Carolina at Chapel Hill found workers were exposed to toxic isocyanates and other chemicals in footwear factories in Thailand. In addition to inhalation, dermal exposure was the biggest problem found. This could result in allergic reactions including asthmatic reactions.
In July , environmental group Greenpeace published a report regarding water pollution impacting the Yangtze River emitted from a major textile factory operated by Nike supplier Youngor Group. Nike promotes its products through sponsorship agreements with celebrity athletes, professional teams and college athletic teams.
Nike also has earned the Emmy Award for best commercial in and The first was for "The Morning After," a satirical look at what a runner might face on the morning of January 1, , if every dire prediction about the Y2K problem came to fruition. Nike was criticized for its use of the Beatles song " Revolution " in a commercial against the wishes of Apple Records , the Beatles' recording company.
That same year, Apple Records sued Nike Inc. Nike discontinued airing ads featuring "Revolution" in March Nike was an early adopter of internet marketing , email management technologies, and using broadcast and narrowcast communication technologies to create multimedia marketing campaigns. On June 27, Nike Skateboarding's website issued an apology to Dischord, Minor Threat, and fans of both and announced that they have tried to remove and dispose of all flyers.
They stated that the people who designed it were skateboarders and Minor Threat fans themselves who created the advertisement out of respect and appreciation for the band. As part of the 6. Boston Mayor Thomas Menino expressed his objection to the shirts after seeing them in a window display at the city's Niketown and asked the store to remove the display. A company official stated the shirts were meant to pay homage to extreme sports, and that Nike does not condone the illegal use of drugs.
In June , Nike signed an 8-year deal with the NBA to become the official uniform supplier for the league, beginning with the —18 season. Nike sponsors top athletes in many sports to use their products and promote and advertise their technology and design. Prefontaine was the prized pupil of the company's co-founder, Bill Bowerman , while he coached at the University of Oregon.
Today, the Steve Prefontaine Building is named in his honor at Nike's corporate headquarters. Nike has only made one statue of its sponsored athletes and it is of Steve Prefontaine. The signing of basketball player Michael Jordan in , with his subsequent promotion of Nike over the course of his career, with Spike Lee as Mars Blackmon , proved to be one of the biggest boosts to Nike's publicity and sales.
Nike is a major sponsor of the athletic programs at Penn State University and named its first child care facility after Joe Paterno when it opened in at the company's headquarters. Nike originally announced it would not remove Paterno's name from the building in the wake of the Penn State sex abuse scandal.
A new name has yet to be announced. Nike has been the official ball supplier for the Premier League since the —01 season. Nike still has many of the top teams playing in their uniforms, including: FC Barcelona , Paris Saint-Germain and Liverpool the latter from the —21 season ,  and the national teams of Brazil, France, England, Portugal and the Netherlands among many others. Nike has been the sponsor for many top ranked tennis players. Brand's commercial success in the sport went hand in hand with the endorsement deals signed with the biggest and the world's most charismatic stars and number one ranked players of the subsequent eras, including John McEnroe in the s, Andre Agassi and Pete Sampras in the s and Roger Federer , Rafael Nadal , Serena Williams and Maria Sharapova with the start of the 21st century.
Nike has sponsored Tiger Woods for much of his career, and remained on his side amid the controversies that shaped the golfer's career. The deal includes using Nike's range of golf clubs , a move Nick Faldo previously described as "dangerous" for McIlroy's game. Nike was the official kit sponsor for the Indian cricket team from to Nike consolidated its position in basketball in when it was announced that the company would sign an 8-year deal with the NBA, taking over from the league's previous uniform sponsor, Adidas.
Similar to "Air Jordan", LeBron's brand became massively popular. Nike maintains strong ties, both directly and through partnerships with Phil Knight , with the University of Oregon. Phil Knight has invested substantial personal funds towards developing and maintaining the university's athletic apparatus. The campaign's mission is to prevent the transmission of HIV from mother to child. The company's goal is to raise and send funds, for education and medical assistance to those who live in areas heavily affected by AIDS.
The Nike Community Ambassador Program, allows Nike employees from around the world to go out and give to their community. Over 3, employees from various Nike stores have participated in teaching children to be active and healthy. From Wikipedia, the free encyclopedia. American athletic equipment company. This article is about the company. For other uses, see Nike disambiguation. Nike World Headquarters near Beaverton, Oregon.
Traded as. Apparel Accessories Sports equipment. Bill Bowerman Phil Knight. Operating income. Net income. See also: Nike timeline. See also: Swoosh. This section relies too much on references to primary sources. Please improve this section by adding secondary or tertiary sources. January Learn how and when to remove this template message. Main article: Nike World Headquarters. Main article: Nike sweatshops. Main article: Paradise Papers. Main article: List of Nike sponsorships.
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Retrieved February 6, The first phase of the Nike World Headquarters campus opened in and included eight buildings. April 11, — The Air Force 1 Billie launches April 25 in a striking monochrome mushroom colorway. April 04, — The Nike Pegasus Next Nature combines the energy return and secure fit of previous Pegasus Turbos with sustainability-minded updates.
March 24, — In partnership with Vanessa Bryant, the relationship will focus on championing a new generation of fans and encouraging youth participation in sport. March 23, — Jordan Brand continues to grow the game of basketball with its first university-level apparel sponsorship outside the United States.
March 17, — This collective of elite athletes is guiding the brand to make all female athletes feel seen, heard and supported. March 11, — Nike gives you plenty of opportunities to help fight climate change through your shopping choices. March 10, — The company is rethinking design methods, manufacturing processes, and how it gets products back from athletes at the end of use to meet its goal of a zero-waste future.
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March 23, — Jordan Brand continues to grow the game of basketball with its first university-level apparel sponsorship outside the United States. March 17, — This collective of elite athletes is guiding the brand to make all female athletes feel seen, heard and supported. March 11, — Nike gives you plenty of opportunities to help fight climate change through your shopping choices.
March 10, — The company is rethinking design methods, manufacturing processes, and how it gets products back from athletes at the end of use to meet its goal of a zero-waste future. March 03, — Spring and summer offer an array of products that move Nike closer to meeting its sustainability targets, all while treading a little lighter on the planet. February 17, — Michael Jordan and Jordan Brand announce the opening of their second cycle of Community Grants to create more equitable futures for Black Americans.
Your source for the latest NIKE, Inc. stories, news and company information. Investor News · Quarterly Earnings · Annual Reports · Events & Presentations · SEC Filings. Contact information, high-resolution photos and Nike, Converse, Jordan Brand and Hurley logos.