Nike, Sustainability Retail Experience

The Problem

The Challenge

The ask

Nike's Sustainable Business Department wanted to raise consumer awareness of product sustainability at the point of purchase, turning an invisible differentiator into a visible one.

The constraint

Retailer floor space restrictions, crowded visual environments, and a 3–5 second consumer decision window left almost no room to work. No new fixtures. No additional floor space. No standalone displays.

The problem

Sustainability attributes are invisible at the product level, water savings, CO2 reduction, recyclability don't show up on a garment. If consumers can't see it, they can't factor it into their choice.

What I Pitched

The Solution

A simple product sustainability rating system, four core attributes rated on a 1–10 scale, presented on a tag implemented alongside the existing price tag. No new real estate required. No retailer negotiation. The rack card above provided supporting context for shoppers who wanted more detail. Backed by a digital platform at sustainability.nike.com for the full story.

1–10 overall score across four sustainability categories, legible in a 3–5 second scan at point of purchase
Implemented on existing product tag space, no new infrastructure, no floor footprint
Rack card above the product provided supporting context for engaged shoppers
Digital extension at sustainability.nike.com for consumers who wanted full product detail
System scalable across Nike's entire apparel product line without modification

Nike Sustainability Presentation, Ready, Set, Go

The executive presentation pitch delivered to Nike's Sustainable Business Department, Ready, Set, Go.

In the Store

Retail Implementation

The system was implemented across Nike Goddess retail environments, the product tag, rack card, and kiosk working together as a layered communication system. Each touchpoint served a different level of consumer engagement.

Product tag implementation, sustainability rating alongside the price tag. No new footprint.

Rack card, user guide at the display level for shoppers who want to understand the rating system.

Kiosk extension, for consumers who want the full sustainability story behind a product.

Content

Three Seconds to Land

Wrote the rating system's core messaging and the entire pitch presentation that sold the concept to Nike's Sustainable Business Department. Retail communication is the strictest copy environment there is: three seconds, no patience, no second chance. Every line had to land instantly.

A communication system that worked within every constraint Nike faced, no new floor space, no retailer negotiation required, and a clear message in the 3–5 seconds a consumer actually has at point of purchase.

Bringing Sustainability into Nike's Retail Environment