Nike has a program called, “Nike Sustainability and Innovation” and its purpose is to use its popularity, power through influence to cause positive social change (Lussier & Achua, 2015). Nike and Mark Parker’s commitment to sustainability show in their efforts of using 96% fewer toxins in the rubber compound used to manufacture their products. They have two types of rubber, one called Nike grind which is recycled rubber scraps taken from the floor of the factory. Next, there is Nike’s own invention called Nike green rubber and because of this practice Nike successfully removes approximately 4,000 tons of toxins annually from the environment (D., 2010).
