Branding 3.0

In 2005, Nike decided to launch its first line of environmentally friendly sneakers, called “Considered”. Along this line, the company expected a good response, especially from the hiking boot made of fibers and a clearly ecofriendly face. Critics dubbed them the “Air Hobbit” boots, in reference to the heroes of the Lord of the Rings. In less than a year, the shoes, which cost $110,00 a pair, were removed from the shelves.

We used the Nike case in our presentations as an anti-example of the application of Branding 3.0. That is, a brand trying to be green without looking at its essence, without regard to its history. The boot had a look that could be associated with brands such as Timberland and Patagonia, but not Nike.

With this experience, Nike learned they should continue to invest in sustainability, but a in less obvious, more subtle way to the final consumer. The reality is that those whoever buys Nike products demands high performance and speed, not ecology and environmental awareness.

In 2009, Nike has revised its strategy and launched Trash Talk, a shoe made of scraps of production. Leather, foam and rubber are reused in the manufacturing of the sneaker, without compromising its performance. For that, Nike has developed a new technology to sew these little remains optimally and quickly.

The product not only won gold in the Ecodesign category in IDEA (International Design Excellence Awards) 2009, as well as the Best of Show Award.

We are very proud to stand next to such an inspiring case of Branding 3.0. The printed leaves designed by Tátil received Bronze in the same category as Nike in IDEA.