NBA stars are known to break out special-edition shoes when playing on Christmas Day. While many undoubtedly will be rocking red and green colorways, several are also pondering how their signature lines can be more environmentally green.
Produced by ESPN Creative Studio: Robert Booth, Chris DeLisle, Jarret Gabel, Alecia Hamm, Elliott Muñoz and Anthony Spinelli.
Copy edited by Kat Sherer Brunetto.
Written by Bradford William Davis. Development by Trevor Davis. Illustration by Chris Philpot. Lettering by Matthew Lehman. Photography from Getty Images.
Source: Can basketball sneakers make the world a better place?
This is one of the best mainstream pieces I’ve seen written on the subject of sustainability. The infographics create a clear understanding of the need for reform in the entirety of the sneaker industry.
Disregarding the somewhat sensational title, “Sneakers making the world a better place,” and getting to the content of the article from the team at ESPN allows for an examination of the reality of the sneaker business.
One interesting aspect in regard to how the ESPN article is written is basketball sneakers no longer drive the growth for the biggest brands and with the abundance of newer running shoe companies, running shoes are equally problematic especially when you consider On, HOKA, Saucony, and the host of other new companies often require an athlete to change shoes every 300 miles, or in the worst case scenario after the completion of a marathon.
But I don’t want to make it look like I’m placing blame. ESPN used basketball because the stars are more prominent and the culture of collecting and consuming began with hoops shoes.
The entire industry has to carry the weight. Alan Lugo, interviewed in this article, is one of the foremost thought leaders on sustainability in the footwear industry. As a veteran of the design and product creation aspect of kicks, his industry knowledge was critical in the expansion of new, truly circular materials into footwear and apparel, albeit on a small scale.
Alan and I have talked extensively about sustainability, better materials and EXLOS (a term Moe Hachem and I coined while doing work at his company Sneaker Impact) EXtending the Life of Sneakers is critical because brands work for their shareholders and are required to grow. Reducing the number of sneakers being created is never going to happen so the industry has to commit to improved methods of make or a company like Sneaker Impact must become a vital aspect of the supply chain.
Sneaker Impact recently began taking the unusable sneakers they collected, and the company purchased grinders/sorters to separate the materials sneakers are made from. They are placing a considerable amount of money into research and development to make new items out of these separated sneakers. Their process allows for EXLOS, but ultimately the end of life will find sneakers in landfills.
Circular Materials – Sneaker Impact, Inc.
True End of Life solutions exist in a company like NFW, where Alan Lugo recently stepped down after NFW found itself struggling to secure more funding. NFW may be making better material options capable of being performance materials (an important aspect of adoption in sports), but the considerable headwinds in financing make it hard for companies like NFW to find its way into bigger brands’ supply chains.
ESPN created a compelling and important article here and it should spark dialogue, but as explained by former Timberland executive Ken Pucker, “What else do you care about when you’re buying shoes? I care about brands, I care about fitting, I care about price, I care about style, I care about color. OK, so do I care about [sustainability]? Yeah, but it’s down the list.” The consumer has to care for things to truly change. That will take a considerable amount of education and a willingness to listen by every party involved in the sneaker buying process.
