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Nike Quietly Goes Green

Date: June 14, 2009
Author: Reena Jana
QUOTE: those at Nike choose to play down sustainability initiatives. Nike customers buy shoes to make them feel fast, slick, and hip; they don't care much about being eco-chic. "Nike has always been about winning," says Dean Crutchfield, an independent branding consultant in New York. "How is sustainability relevant to its brand?"

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