Envionmental Karma Initiative, Nike

Brief overview: Develop a future retail scenario for Nike in alignment with their current efforts toward sustainability.

Campaign strategy: Environmental Karma Initiative, Nike., or EKIN, is a consumer-facing initiative that builds upon Nike’s Move to Zero. EKIN incorporates the utmost standards of sustainability into Nike retail spaces in a way that’s interactive and inclusive of the consumer. EKIN was created with two main objectives in mind:

Construction: Greenest retail space ever
Establish industry-setting flagship EKIN stores that utilise the most cutting-edge green materials available with regard to light, water and energy, and once operational, abide by the highest standards of sustainable practices. The post-Covid merchandising plan of these retail spaces will offer a more considered approach (similar to Nike by Melrose) that provides customers an open space where they feel safe, as well as providing an up-levelled gallery store aesthetic that in turn can elevate brand image.

Community: Engage and educate consumers
Create a community where Nike’s trademark retail service is offered alongside an immersive pedagogical experience that educates consumers around sustainability and environmental consciousness.
Furthermore, an EKIN+ app brand extension incentivizes customers to experience EKIN regardless of whether or not they are in-store. Similar to how Nike Training Club (NTC) post workout tutorials, EKIN+ members can access tutorials by environmental activists and experts on incorporating
sustainable practices into their everyday lives.

EKIN shows that Nike is the true industry leader, willing to step into unchartered territory and tackle sustainability at a level that no other athletic brand has previously done. EKIN takes the concept of a circular economy beyond supply chain and product innovation to an encompassing consumer-facing environment.

More importantly, EKIN shows that Nike cares, that Nike is proactive in the fight for a more sustainable fashion industry and a greener earth. EKIN stores are a tangible space in which customers can stand and feel just how seriously Nike has taken up the fight.