Making leaps and bounds in the direction towards to help the environment, Nike is set to launch one of its most sustainable pair of shoes ever.
The new Nike Air VaporMax 2020 Flyknit sneakers are made with at least 50 per cent recycled content by weight.
As for how this was achieved, it was done through balancing sustainability and innovation to ensure the shoe was fit for everyday wear.
“We wanted to look at not only Nike’s waste stream but other industrial waste streams and how we could leverage that content,” Jesi Small, the Nike product design lead, explains. “We let that drive a lot of the decision-making.”
From this came the idea of ‘Rawthenticy’, as Nike senior project line manager Jarrod Hale says.
“In this approach to being perfectly-imperfect using raw materials, we felt like the idea could show wearers how and why things are working, and from a function and aesthetic aspect that brought the whole thing together,” he adds.
This latest launch for the popular sportswear brand is part of their wider mission to lead the way in the sustainability space, as they have done for 30 years.
It’s not only about a single-product principle, but sustainability is also a process that is part of their everyday across every process of the business. In particular, the brand aims to encourage the sharing of tools across similar industries, as well as developing innovative ideas in order to make further steps forward in the sustainability space.
The Nike Air VaporMax 2020 Flyknit will be available from July 23 in Nike Dubai Mall and Nike Mall of the Emirates and will retail for Dhs1,129.
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