Nike reopens at Mall of the Emirates with sustainability goals

RetailME Bureau

In partnership with its local distributor Sun and Sand Sports, Nike reopens at Mall of the Emirates with sustainability goals. This is in line with the brand’s global ‘Move to Zero’ strategy, which is driven by the belief that protecting the planet means protecting the future of sport against climate change.

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As part of its journey towards zero carbon and zero waste, Nike has partnered with Dubai-based designers Leen Nizameddin, founder of SOUND.ON streetwear and Engy Mahdy, founder of One and Four Studio. Together Nike and the designers will upcycle old unused football jerseys into stylish tote bags and face covers. Underlining Nike’s decade-long commitment to strengthening the brand’s green credentials and creating a better future for sport in the region and globally, these stylish products have been made for the people of this region, by the people of this region.

“The Nike Air Vapormax shoe is the embodiment of circular design and recycled materials, hence when designing the reusable tote, I drew direct inspiration from the shoe design and the organic lines it incorporates. This allowed for a way to divide the bag into sections utilizing the different coloured jerseys that needed to be upcycled,” said Mahdy.

The inspiration behind the tote bag, The Nike Air VaporMax 2020 Flyknit is one of Nike’s most sustainable shoe to date, made with at least 50% recycled content by weight. Green by design, VaporMax has been made using raw materials and an array of different recycled components. In this context, Nike’s product lead, Jesie Small said, “We wanted to make a sustainably-sourced silhouette from the ground up, and one that is quick and easy to put on and wear daily. That’s why we also innovated around ease of entry, exit and lockdown to design a smarter and better-designed shoe for all athletes.”

“Nike’s Move to Zero plan, focuses on holistic sustainability by promoting zero waste and zero carbon. When creating the designs for my up-cycled masks, I knew I needed to really translate that concept into reality in a simple yet innovative way. All three masks really highlight the creativity up-cycling can bring forth, similar to Nike’s ethos which works to bring inspiration and innovation to every athlete,” added Nizameddin.

As Nike reopens at Mall of the Emirates with sustainability goals, the store will serve as a platform for consumers to shop consciously by learning about the brand’s sustainable products, specially curated for the UAE. The store represents a blend between sustainability and innovation. From a customisation hologram for footwear, which shows visitors the ways they can customise their shoes, to transparent window LED screens that consume half the energy of a normal LCD screen.

The innovative store also provides digital footwear sizing screens to help shoppers get their exact sizes, a first-of-its-kind in the region. Additionally, customers can also avail of apparel customisation as well as bra fitting services.


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