Page 160 - EAA 2nd ed-WithCoverVerso

2 Read the following of institutional information in mass media below. In a group of two, write the
analysis on it and ask your teacher for feedback.

Nike Corporate Social Responsibility (CSR) and Sustainability

https://www.thomasnet.com/articles/other/nike-csr/
Marissa Dean, Ph.D.

Founded in 1964, Nike is the largest and most recognized sports apparel brand in the world today.
From their humble beginnings as a shoe and t-shirt company, Nike has grown into an international
conglomerate with an estimated global brand value of $30 billion in 2021. Headquartered near
Beaverton, Oregon, the company operates more than 1,000 retail stores worldwide and employs over
73,000 people in 170 countries.

In line with their iconic swoosh and “Just Do It” trademark, Nike’s business model is built on
developing game-changing technologies and products that have redefined the sports apparel
industry. Much of the company’s success is attributed to its international marketing, which includes
partnering with popular celebrity athletes and sports teams from around the globe.

Despite adopting a range of new environmental protocols to reduce environmental waste, Nike’s
carbon footprint remains unchanged from its 2015 baseline. This is largely attributed to a steady
stream of new footwear lines that require new materials. In addition, while the brand has set a
science-based target to reduce greenhouse gas emissions, there is little evidence they are on track to
meet their target of operating entirely on renewable energy by 2025. There is also no clear indication
that the company - which relies heavily on trees and plants for their textiles - has a policy in place to
address deforestation.

In addition to concerns surrounding their environmental impact, Nike’s labor practices continue to be
scrutinized for human rights violations. In 2020, The Washington Post reported that members of the
Uighur Muslim minority in China working for Nike were subjected to coerced working conditions and
ethno-religious discrimination. In response to this criticism, Nike issued a statement saying that while
they are “concerned about reports of forced labor, Nike does not source products from the XUAR
[Xinjiang Uyghur Autonomous Region].”

Nike has also been under fire recently for financially penalizing female athletes who become pregnant
while under contract. To address the controversy, Nike has since amended its policy, stated that it will
no longer pause or stop payment to pregnant athletes. Despite these efforts, the company continues
to be criticized for not acknowledging its past treatment of female athletes.

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