{"id":9113,"date":"2016-11-03T22:05:47","date_gmt":"2016-11-04T02:05:47","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/disruptive-innovation-at-nike\/"},"modified":"2016-11-03T22:05:47","modified_gmt":"2016-11-04T02:05:47","slug":"disruptive-innovation-at-nike","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/disruptive-innovation-at-nike\/","title":{"rendered":"Disruptive Innovation at Nike"},"content":{"rendered":"

While the global apparel industry has not been at the forefront of the climate change conversation, it has had a material impact on the global environment. In 2015, the industry produced approximately 400 billion square meters of fabric from nearly 100 million tonnes of yarn, and in 2009 utilized 1 billion kWh of electricity.[i]<\/a> As a leader in the industry, Nike has contributed to and is affected by climate change. In 2006, Nike sourced materials from 700 factories across 52 countries, creating a massive international supply chain with a carbon footprint of 1.36 million tonnes.[ii]<\/a> \u00a060% of this footprint is derived from the underlying materials used to create shoes.[iii]<\/a> As natural resources become more constrained and costly to obtain, Nike will need to seek sustainable materials. Similarly, as climate change disrupts weather patterns and water supply, Nike will need to find innovative and alternative strategies for its production processes.<\/p>\n

Following a labor scandal in the 1990s, Nike has been a leader in assuming corporate responsibility and has been committed to alleviating the effects of climate change. For example, in 1993, Nike instituted a recycling program called \u201cReuse-A-Shoe\u201d where Nike collected discarded shoes and recycled the materials. As of 2007, Nike had recycled more than 20 million pairs of discarded shoes.[iv]<\/a> In 2005, Nike was committed to using only organic cotton. Yet, the network was not extensive enough for this to be an attainable practice. In response, Nike developed the \u201cOrganic Exchange,\u201d which was committed to building a vast, sustainable organic cotton network.[v]<\/a> As materials are Nike\u2019s primary environmental concern, Nike created a Materials Sustainability Index, which rates materials based on environmental impact criteria.[vi]<\/a> This index enables Nike and other industry leaders to make more educated decisions when purchasing materials.<\/p>\n

Today, Nike believes that innovation and design represent an opportunity to improve sustainability. Nike partnered with the MIT Climate CoLab to \u201cbring innovation in materials to the forefront of the climate conversation.\u201d[vii]<\/a> This partnership encourages designers to submit their proposals for a sustainable product. Nike then helps product creators make more environmentally conscious decisions about the materials they use.[viii]<\/a> Nike believes that creating this type of \u201cdisruptive innovation\u201d will not only improve the environment but will also be financially accretive. As reflected in the below chart, since 2000, Nike has decreased its carbon emissions while dramatically increasing revenue.<\/p>\n

\"emissions-and-revenue\"<\/a>[ix]<\/a><\/p>\n

Going forward, Nike must seek innovative avenues to achieve its mission of reaching 100% renewable energy in its facilities by 2025. [x]<\/a> Nike should continue to develop and advertise the view that sustainability will drive innovation and growth. However, Nike should be mindful that consumers may perceive the quality of the products to be inferior. Nike will need to control the messaging by highlighting the innovation and high-tech design in their products. However, based on consumer reaction on quality, Nike may need to downplay the use of sustainable materials.<\/p>\n

Nike should also be mindful of future legislation when designing sustainability plans. The Paris Agreement was signed by 195 countries in 2015 who committed to reduce emissions by keeping the increase in global temperature to well below 2\u00b0C above pre-industrial levels.[xi]<\/a> Nike was a strong supporter for this regulation arguing that this was an \u201cunprecedented turning point in global action on climate change.\u201d[xii]<\/a> In the future, however, legislation may be more restrictive, and Nike should be prepared for any negative implications on its production process. Additionally, more stringent regulation may be instituted at the regional level, and Nike, as a global player, should be cognizant of how this will impact its supply chain.<\/p>\n

Nike has demonstrated its power as a global leader committed to sustainability. Going forward, it must continue to innovate and adapt to a changing landscape to remain competitive. (798 words)<\/p>\n

 <\/p>\n

 <\/p>\n

[i]<\/a> Kirchain, Randolph, et al. \u201cSustainable Apparel Materials.\u201d Materials Systems Laboratory Massachusetts Institute of Technology, October 7, 2015, Cambridge, MA. \u00a0http:\/\/msl.mit.edu\/publications\/SustainableApparelMaterials.pdf<\/a><\/p>\n

[ii]<\/a> Henderson, Rebecca, et al. \u201cNike Considered: Getting Traction on Sustainability.\u201d MIT Management Sloan School Learning Edge, January 21, 2009, Cambridge, MA. https:\/\/mitsloan.mit.edu\/LearningEdge\/CaseDocs\/08.077.Nike%20Considered.Getting%20Traction%20on%20Sustainability.Locke.Henderson.pdf<\/a><\/p>\n

[iii]<\/a> \u201cMIT Climate CoLab and Nike Call for Materials Innovation to Combat Climate Change.\u201d Nike website, September 25, 2015. http:\/\/news.nike.com\/news\/nike-inc-and-mit-climate-colab-materials-innovation-to-combat-climate-change<\/a><\/p>\n

[iv]<\/a> Rahmiford, Shahin, et al. \u201cRecycling of Footwear Products.\u201d Center for Sustainable Manufacturing and Reuse\/Recycling Technologies (Smart), Loughborough University, December 2007, Loughborough UK. http:\/\/www.centreforsmart.co.uk\/system\/downloads\/attachments\/000\/000\/002\/original\/Footwear_recycling_position_paper.pdf<\/a><\/p>\n

[v]<\/a> Svendsen, Ann C, et al. \u201cConvening Stakeholder Networks: A New Way of Thinking, Being and Engaging.\u201d Journal of Corporate Citizenship, Sheffield, UK, Autumn 2005.<\/p>\n

[vi]<\/a> \u201cSustainable Innovation is a Powerful Engine for Growth.\u201d Nike FY 2014-2015 Sustainable Business Report, Beaverton, Oregon, 2015.<\/p>\n

[vii]<\/a> \u201cMIT Climate CoLab and Nike Call for Materials Innovation to Combat Climate Change.\u201d<\/p>\n

[viii]<\/a> \u201cMIT Climate CoLab and Nike Call for Materials Innovation to Combat Climate Change.\u201d<\/p>\n

[ix]<\/a> \u201cOur Ambition.\u201d Nike website. http:\/\/about.nike.com\/pages\/our-ambition<\/p>\n

[x]<\/a> \u201cSustainable Innovation is a Powerful Engine for Growth.\u201d<\/p>\n

[xi]<\/a> \u201cParis Agreement.\u201d European Commission Climate Action, March 11, 2016. https:\/\/ec.europa.eu\/clima\/policies\/international\/negotiations\/paris\/index_en.htm<\/a><\/p>\n

[xii]<\/a> \u201cSustainable Innovation is a Powerful Engine for Growth.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Nike has emerged as a leader in alleviating the effects of climate change. 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