Nike is a well known trade name in the athleisure and shoe industry.

It has gained worldwide popularity

owing to the comfort fit it provides, recently Nike have claimed to have come up with the design of the
perfect and accurate fitting shoe that sportsperson have called out for over the years. Nike's vice
president for innovation recently spoke about their upcoming venture and how it caters to each
individual by providing the perfect personalized fit for everyone all at the tap of a finger! This new
technology aims at improving athlete’s performance while constantly adapting to changing external
factors. A new step in the ever evolving industry of athleisure that will arguably improve over the years.

Michael Donaghu stated that “ Our long-term vision for innovation at Nike is a world in which intelligent
product’s adapt at the speed of sport to improve an athlete’s performance.” He also added that the
shoe being introduced in the coming week is not merely a shoe but is unlike anything that was launched
in the past for athletes. It has the capability of providing personalized fit and uses Nano technology that
adapts to an individuals fit and hence improves performance. These upgraded design have been
designed using sustainability and low waste in mind while delivering maximum performance.

The new shoe is deigned for up gradation and development even after it has been bought, this intriguing
idea has aroused the interest of many. This allows the shoe to adapt to changing tastes and
surroundings of the buyer and opens up new doors for assistance and review for both the consumer and
the brand itself. This creates a sort of symbiotic relationship, a collaboration favorable for both the client
and the label.

Mr. Donaghu stated that “buying the shoe is just the beginning”. He also added how purchasing shoes is
usually a termination of dealings but with this shoe that is not the case. The Nike Adapt BB is beyond
comparison and uses personalized mechanism that allows it to electronically adjust to the shape of the
individuals foot, an innovation that goes far from what athletes were used to in the past.

As a brand Nike is concerned about the impact it has on natural world and aims at reducing pollution by
offering sustainability in its products. Over the years Nike has realized it’s impact on the environment
and is putting it’s money in developing more viable products. The brand has set a target of 100%
sustainable energy by the year 2025 for itself. Nike is also making efforts to keep it’s employees at the
core of this brand development and taking steps to use cutting edge technology at the production level.
The involvement of employees is being encouraged along all steps of the way. Innovations such as
Flyknit and Pegasus are notable in this regard. The Nike Flyknit fabric is a specialty designed fabric aimed
at improving performance while offering sustainability.

Nike is making continuous efforts at reducing pollution and it’s impact on the environment by focusing
on sustainability and using recyclable material in it’s manufacturing. The brand has collaborated with
Sustainable Apparel Coalition and LAUNCH in this regard. SAC is a non profit organization working in
close collaboration with international brands to reduce waste and encourage sustainability.

Efforts are also being made by the label at the production level to reduce it’s carbon footprint by
focusing on recycling and reusing materials left at the end of or during the production line. Creators and
planners working for the brand have formulated up to 29 new high yield and efficient materials from
these byproducts of production. These are not only being used in Nike’s shoes but also on tennis courts
and race tracks.
To maximize sustainability and achieve it’s goals aimed at lowering pollution, the brand is using verified
leather, environment friendly rubber and reprocessed polyester in it’s products. Nike also believes in
versatility in its employee and encourages an all inclusive work environment keeping all workers under
the umbrella.

The bran has also started initiatives such as Nike community ambassadors and volunteers. These
welfare support setups are a step at giving back to the community. Nike and it’s workforce not only
provide physical presence at these setups but also aid them financially. Workers at Nike contributed a
hefty amount of $6.2 million in the year 2014-2015 to various non profit organizations. They also
contributed 48000 hours by helping out at multiple setups. An estimated 1.9% of pre-tax salary was also
donated to multiple charities, reaching a total of approximately $78.2 million.

Nike has established a strong foot in the athleisure and fashion industry due to it’s community services
as well as constant evolution as a brand promoting sustainability and improving durability as well as
performance. The brands strong belief of reducing pollution and improving performance by using
biodegradable and environment friendly materials alongside new innovations in product manufacturing
and delivering have helped it establish itself as a trustable name in the industry. Over the past decade,
the fashion industry like other industries has also been under scrutiny for its impact on the environment
and employment of underage laborers. Nike has taken noteworthy steps in this regard to reduce the
harmful impact of it’s products and production on the environment. It has launched efforts at recycling
and reusing. It ahs also addressed issues of child labor and has given back to the society by means of
financial aid as well as volunteers helping out in the community .

In the past Nike has received major disapproval and disdain over child labor and other issues, but the
brand has managed to pull through by setting a cascade of reforms. These include addressing issues of
child labor, using biodegradable material, reusing and recycling material and giving back to the
community by means of charitable work and community welfare centers being set up. The brand is also
investing in constantly evolving technology aimed at producing high yield materials that improve athlete
performance and have low impact on the environment. The Nike Adapt BB is also an attempt in this
innovative process and aims at a technology that will be the leader of further developments in the
industry.