Nike Just Does It Green

By Freddie Pierce
With the release of its latest sustainability report yesterday, Nike continues an astonishing turnaround from target of environmentalist ire to industr...

With the release of its latest sustainability report yesterday, Nike continues an astonishing turnaround from target of environmentalist ire to industry leader in green management.

The report lays out laudable, concrete goals for reforming the multi-billion dollar company's supply chain. An overarching emphasis will be placed on putting environmental sustainability on an even footing with every other aspect of operations, including cost.

It's the kind of bold vision for a modern supply chain that is sorely needed in the corporate world if the community is going to successfully address the threat of climate change and other environmental degradations.

The report outlines a strategy for evaluating their suppliers on the basis of their carbon footprint as well as their fulfillment record. Given Nike's brand prominence, the move has the potential to be trend-setting in the industry at large - which would mean that a meaningful (if gradual) transformation of the global supply chain could be in the cards.

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