Embracing Sustainability


In the late 1990s, Nike’s brand image had become increasingly tarnished due to a wave of environmental and safety scandals, with each scandal more painful than the next….. Nike’s response?  Initially, denial, confusion, and apathy were the company’s first lines of defense.  Over time, the company’s string of successive scandals began to hurt Nike’s brand equity, pressuring company revenues and profits.  Eventually, Nike was forced to address key sustainability questions, but only after its brand had become synonymous with sweatshop labor and environmental mismanagement. 

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