Feature

Nike: an eco take on being in print

Eryn Behan

Eryn Behan

Most brands will do anything to be in a magazine, but Nike has taken the opposite approach… with magazines now enfolded into Nike’s slick new range of sneakers. Eryn Behan reveals how…

Eryn Behan is director of Ginger Trend Consulting, the exclusive agent for UK trend forecaster Mudpie and its online platform MPDClick, and a provider of fashion forecast services and consumer insight trends to the fashion and interior design industries throughout Australasia.

Nike has created an exciting range of limited edition sneakers designed from recycled magazine strips. The Women’s Premium Print Pack contains “…three Nike styles: The Nike Flash Macro Premium (sail/birch), Nike Blazer Mid premium (sail/khaki) and Nike Air Rift Premium (sail/sport red).”

Nike_1Each strip of recycled magazine has uniquely been put together to create designs across the Print Pack. While holding eco credentials by recycling forgotten magazines, the collection also pays homage to printed media which is losing dominance in the digital age.

While using recycled materials, Nike reassures customers that quality has not been overlooked.

“Function was not compromised with this project. The surface has been treated with a transparent material for resistance and durability. Each shoe in the pack will be sold separately and debut in limited quantities within the Nike Sportswear Spring 2011 collection beginning January 1 in Europe, China and select emerging markets.”

Similar to Nike’s recent ‘Trash Talk’ range using scrap foam found around Nike’s own factory, the Women’s Premium Print Pack boasts sustainability along with the type of consideration that needs to take place in today’s design industry; thinking about our environment and creative innovation is definitely a step forward.

www.gingertc.com.au

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