Top marks go to some eye catching load of rubbish, this year. Nike has launched its Better World Website: an edgy, tell-it-how-it-is communication platform that’s set the blogosphere alight and converted some old foes to friends. Nike says it’s all about making the world better through sport. “Trees should be hugging us”, Nike hollers. Scrolling through the sections – and you really can’t help but scroll on and on – takes you on a journey from a bolshie video describing Nike’s commitment to a better world, through recycled polyester football shirts, and ending with news of Nike sharing the technology behind its “environmentally preferred rubber”.
Is creating football shirts from recycled material as impressive as, say, committing to 100% sustainably sourced materials and halving waste by 2020? (Well done, Unilever.) Probably not. But Nike is certainly mastering the art of communicating what it is doing. The magic of the site makes you read it all. This is a new and exciting level of sustainability communication.
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