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Sports InsiderThe Latest Air Jordan Kicks have a Tree Hugging, Tofu Burger Eating, Hippie Slant.
January 10th 2008 10:36
(AP Photo/Nike, Inc.)
Besides the Bush Presidency and the former Australian Prime Minister, environmental issues have come to the forefront of worldwide consciousness and there is a general awareness out there to think green. This newfound environmental awareness has even begun to permeate big business.
Nike, which traditionally doesn’t have a progressive corporate image, has started to embrace environmental concerns in their products, most recently with their Air Jordan brand footwear. Michael Jordan’s signature shoe is without a shadow of a doubt the best selling piece of sporting footwear in history, and the latest incarnation has a figurative hue of green.
This month, Nike is releasing the Air Jordan 23 with a number of environmentally friendly components. Nike has stated that they designed and manufactured the shoe to reduce waste, use more environmentally friendly materials, whilst eliminating solvent based glues.
Industry insiders and observers have cautiously praised the Oregon based company for moving in the right direction, but adding the caveat that they still have a way to go. Jim Van Dine, a former Reebok executive expressed the following sentiment, which seems to be the general consensus outside of Nike headquarters: “A shoe made without glue, in the face of all the other things that contribute to global warming . . . it's a pretty small thing…Nonetheless, it's a step in the right direction. It's going to take large, huge-profile companies to ultimately make a difference.” (Hunsberger, The Oregonian, 2008)
In attempting to balance performance with environmental sustainability, the 23rd Air Jordan was perhaps the most difficult shoe to build according to Nike’s vice president of innovation and design, Tinker Hatfield. “It's easy for me to say that this has been the most difficult for sure.” (Hunsberger, The Oregonian, 2008)
Hatfield had to not only be attuned to building an Earth friendly shoe, but also had to keep in mind that it had to perform adequately on the basketball court as well. It was a delicate balancing act. As a consequence the latest Air Jordans will be the most expensive version, due to the sustainability efforts in the design.
So, what is so special about the new Air Jordans? According to Hatfield, the new kicks eliminated the use of solvent based glues, instead choosing to stich the mid-sole and upper-sole. The shoe also uses recycled rubber and polyester, limiting the use of oil-based materials.
Although, it isn’t the great leap forward that we had hoped for Nike, it is a step in the right direction. So, the company at least deserves a golfer’s clap.
Today’s video is of the limited edition Air Jordan Spiz’ke inspired by Mars Blackmon.
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