Nike Goes Green. Very Quietly

摘要

The sole of Nike's new Air Jordan is made with ground-up bits of old Nike sneakers. But the company isn't selling it as an eco-friendly shoe: That might not be good for business.rnNike, which is No. 42 on Business -Week's list of the top-performing companies, has an unusual problem. Like many companies, it is trying to make its supply chain and products greener, which brings obvious environmental benefits and, just as important these days, financial ones, too. But while executives at General Electric and Wal-Mart eagerly advertise the eco-con-scious changes they're making, those at Nike choose to play down sustainability initiatives.