Nike的绿色生意如何做?

That's not just any fabric being stretched to the limit in the Nike lab. The rubber on this tortured shoe, not just any rubber. And the sole on this slider, not just any tough tread. Shoes like the Pegasus are put through this rigorous testing before they earn the Nike swoosh. A runner's staple for a quarter of a century, the Pegasus is also a considered shoe. Nike's word: for green.

The sole of this shoe is made with Nike Grind - recycled rubber. That's made quite literally from picking up scraps off the factory floor. And green rubber, another Nike invention, that the company says uses 96 percent fewer toxins and removes 4,000 tons of toxic material every single year.

We just simply don't compromise. We don't compromise on sustainability, but we are also not gonna compromise on performance.

From shoes to shirts. Nike's green extends to the 2010 World Cup. These soccer uniforms are polyester spun from plastic bottles. Eight bottles per shirt. The sexy stars of soccer will wear them.

I still almost can't believe it as we look at this that this is made from fiber, made from plastic bottles in landfill.

Yeah, I think it's amazing that we are able to find ways of turning waste into beautiful performance products. And I think rather than having, you know, 13 million bottles in landfill, which could take 500 years to decompose, we put them on the backs of players and the fans of the sport.

They look much nicer in the shirt.

Exactly.

Beautiful.

Vice president Hannah Jones says being green is in the soul of the company. At Nike's headquarters in Oregon and facilities in Europe, wind power, solar, recycling, all used in Nike's buildings. A policy of dress casual and go for a run-around-the-campus when you feel like it helps create an atmosphere of balance. In fact, it makes you kind of wonder what's in the water they're drinking here. All these time and money on green technology, and you'll never see an Air Jordan marketed as a green shoe. No, just a performance shoe worn by a star. Nike insists that running a green business is no big deal.

I think, for us, we really want to walk before we talk. We're looking at every part of the business and saying how could we make this greener. So, to us, that's a huge journey. And that, you know, we always said "Nike, there's no finish line." So we'd rather be a little bit quieter about it, but the commitment is deep and authentic, and it's part of our long term growth strategy.

In the late 1990s, criticism of Nike for using sweatshop labour and exploiting workers reached a crescendo. It fought back with aggressive public relations. And many analysts consider it firmly in a new era of positive PR and sustained growth. Grassroots projects like Reuse-A-Shoe entrench Nike in communities. By collecting old shoes and turning them into sports surfaces like running tracks and playground, it's more about doing it than waving the flag.

They also know how hard it is to make the claim that you are really green. The definition of that changes every day virtually. But they've made a huge, huge effort in the last five years to really take a leadership for the industry here.

Nike talks about its “Closed-Loop” business model as though it's the road paved with gold. Closed-loop aims for zero waste, starting with one product and completely reusing or recycling it to end up with a brand new one.

It's really all about designing with fewer materials, designing for disassembly, designing to make it easy to recycle. So when we look at this, we really are talking about a closed loop. In the future, we don't want to have to continue to tap into the earth's resources.

Can you do it really? Can you close the loop.

We're trying. If anybody is gonna get there, we will.