predictability

calculability

efficiency

Nike uses McDonald’s formula of predictability, calculability, and efficiency to control its market share globally through sustainability. Nike suffering from bad press in 1992 contracting cheap “Third World workers [to make shoes costing] 12 cents” (Ballinger) a pair, came under further charges. Around 2011, with accusations of Nike causing red dye to contaminate the Yangtze and Pearl Rivers in China (Forbes), protests gathered worldwide against Nike (Wikipedia). Shares dropped from 78 to 9 cents between September and December of 2011 (Nike). Predictably, they had to clean up their image fast or face disaster. Nike addressed all issues, and specifically announced Flyknit in 2012 (Klimovski), which uses recycled Polyester, sustainable cotton, and sustainable blends. Flyknit also dropped the old “cut-and-sew” (Nike) method for uppers made “directly from yarn to the precise specifications of the shoe” (Nike). Flyleather is made from “at least 50% leather fiber…using leather manufacturing scraps that would otherwise go to landfill” (Nike). Nike’s says their Space Hippie line is their “lowest carbon footprint shoe ever.” Other Nike circular lines are Renew Denim, Renew Cotton, and Renew Canvas. Nike predictably claims that “if you have a body, you are an athlete” and that they “serve athletes everywhere”—they therefore, in a calculating way, serve every human in the world. They strive for global domination through the efficiency of their Move to Zero program, including their new distribution centre, The Court, “powered completely by renewable energy and recycles 95% of its waste…[using]…Wind, Solar, Geothermal, Biomass, and Hydro [and] never ship [their] products via any sea route in the delicate Arctic ecosystem” (Nike). Going from a public relations disaster to putting themselves in the forefront in the war against global warming sets the tone for their competition and encourages athletes/humans everywhere to do the same. Mark Parker, Nike's Executive Chairman, views “sustainability as a route by which the company can not only improve the bottom line, but also use its position as a multinational company to influence change” (Christ-Martin). Nike also predictably launched their efficient Nike app, expanding their global reach to “13 new markets in Europe” (Nike), taking globalization digital while also expanding their sustainability message. Nike may have even been thought of as calculating when they created a Muslim female athlete’s Nike Pro Hijab, though “Muslim designers have been selling sports hijabs for over a decade” (Bahrainwala & O’Connor), still encourages female athletes everywhere. While Nike has profited with the McDonald’s model of control, and their globalization of sustainability, Nike also dominates the sports-media complex worldwide.