Globalization

Nike is the sponsor of various sports, athletes, and teams, which furthers their global position as the premier provider of environmentally friendly sportswear. Nike went global with their business long ago when they began sponsoring super star athletes outside of America; Romanian tennis star Illi Nastase being Nike’s first foreign sponsored athlete in 1972 (Welty). Nike also sponsored plenty of their own American athletes around this time, and then India Cricket Team in 2005. Many sponsorships followed: the swoosh globally became the logo athletes and consumers wanted to wear. Now, becoming a zero-waste company and announcing their Move to Zero program in September 19th, 2019 (Nike), Nike has changed their image from being injurious to Mother Earth to championing her protection. As such, Nike supports their athletes who complain that climate change has reduced their time to play outside. Sports like tennis, soccer, snowboarding, rugby, surfing, and all outdoors sports are facing flooding, high heat temperatures, snow melting, and garbage in the oceans more than ever. Nike’s Sustainability webpage cites that “the average player experience 20% more extremely hots days today than in 1990” and that by “2050…could experience 42% to 72% more extremely hot days (compared to 1990).”  To the opposite extreme, snow sports are also suffering from global warming. Nike states the “average number of days below freezing each year has declined 25% since the 1980s.” Nike also has global concerns and a global mindset, with slogans like “Don’t Change Your Dreams. Change the World” (Nike) and say they “believe in the power of sport to change the world” (Nike). The Nike sustainability policy takes a first-hand approach at reducing their global footprint by moving toward a zero-waste status and promotes this through their sponsored global athletes wearing their environmentally friendly sportswear. Once accused polluters, Nike decisions have been predictable, calculating, and efficient, leading the company once again to profit.