Last week, Nike revealed a new sustainability campaign called “Move to Zero,” suggesting their goals of moving towards zero waste and carbon emissions.
However, when further questioned about how Nike planned to reach this target, Nike responded, “It’s not really intended to be a target per se,” and, “It’s the vision that we want to throw out there like, ‘Hey, look, if we have this crazy dream and march toward it, then we can achieve it together.'”
Essentially, Nike has not made any concrete plans to achieve the “vision” they’re “throwing out there.”
Their past eco-friendly initiatives have mostly been on a post-consumer level; focused more on recycling than the actual production of their products, which is generally what does the most ecological damage in the fashion industry.
It comes as no surprise this campaign was launched during the week of worldwide climate strikes. It gives Nike the perfect opportunity to build company ethos – especially given some of the controversies the brand has had in its past.
For years now, Nike has been synonymous with two things: Colin Kaepernick and sweatshops.
And consumers are starting to take note of the latter.
Without measurable evidence to prove their commitment to sustainability, it’s unfortunately all too easy to write this effort off as another greenwashing tactic, especially with the timing of the global climate strikes.
Even if they were to unveil an actual plan of action for the environment, they still have a long way to go in terms of labor ethics.
Slowing Down Fashion 