WHY DOES NIKE WORK TOWARDS SUSTAINABLE DEVELOPMENT?
As I see it, Nike holds on one of the goals of sustainable development, eco-friendliness, in this collaboration. The brand scrutinizes vegetive alternatives to skins of animals. In summer, Nike launched the “Happy pineapple” collection in addition to cooperation with Eilish. The collection is made of piñatex, the vegan leather, made of pineapple leaves instead of animal skin. Nike frequently reexamines every step of its work beginning with materials to product delivery in order to reduce the amount of its emissions.
The sustainability marketing* or marketing of sustainable development focuses on a buyer with its needs and attitude to it, as well as environmental and social values.
We see how Nike responds to vegetarian preferences of consumers in the course of developing collaboration. At that, the brand creates the footgear, which is collected by the buyers. The SaveOnEnergy agency qualified Nike as the most resaleable in the world. Billie Eilish acts both as a music star, and as an influencer, who the brand launches the product with.*- “Sustainability” concept in terms of marketing is expounded in the article for portal about marketing and advertisement ADPASS, full version at adpass.ru