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Football brands are more and more involved in sustainability with a meaningful environmental strategy. Nike launched its World Cup football kits made of 8 plastic bottles and extended the trend to all its categories. Puma is also doing a lot in this area and even received the 2010 German sustainability award. Adidas announced today its environmental strategy. Let’s take a look.
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Sustainability, going green, eco-friendly have become trendy words, leading to “now and then” initiatives. Nike has been taking the green issue seriously for more than a year now and its efforts are being rewarded.
Back in March, I was pointing out Nike’s efforts to take ownership of sustainability in football. Indeed, for the 2010 FIFA World Cup, all Nike’s federations jerseys were made of 8 plastic bottles. Yesterday, the swoosh furthers its commitment to sustainability by releasing an environmental apparel design tool to the whole industry.
On March 3, I gave a strong credit to the Nike football kits for the World Cup. They are made from 8 recycled plastic bottles and consequently Nike is making a bold statement by integrating the sustainable element to football. No doubt that it will be a great buzz during the World Cup in South Africa.
The swoosh did not overlook retail distribution though. The Federations shirts will be sold…………in a plastic bottle. I would hope that they have not used more bottles for jersey packaging than bottles to make those jerseys! A simple pull tab in the middle of the bottle hides the opening, and the federation shirt is yours. The idea is simple, inspirational and smart. We may wonder why using a plastic bottle to sell shirts made from plastic bottles. Well, as a marketer, I would argue that selling jersey made out of a plastic bottle IN a plastic bottle was the best marketing element to drive the consumer’s purchase. In addition, an interesting add on is a USB key which stores Nike press releases and HD pictures of the complete range. A cool way to provide a unique gift for clients: Marketing Lagniappe?
On 25 February 2010, Nike launched its new football kits for the 2010 FIFA World Cup. Nike put together a brilliant concept: SUSTAINABILITY.
Nike’s national team kits are the most environmentally-friendly and technologically-advanced in football’s history. BOOM there you go. Nike is setting another benchmark in football by emphasisng on sustainability, a word well known worldwide.
But let’s have a look at the kits. The design is clean, simple and obviously, the technological aspect is also a key factor. Moisture management is taken care of to offer players the most comfortable kit to match the weather conditions in South Africa. The jerseys are also 15% lighter to allow Pato and Cristiano Ronaldo to go faster…..Simple, but great looking kits. But the emphasis is somewhere else. Delivering a powerful message: Environmentally friendly and sustainable football products.