Nike continues to reign as the world’s most valuable apparel brand as it stands apart from the fast fashion crowd. While some say Nike is a fast fashion brand, it is also redefining fashion with recycled materials. Through Nike second hand initiatives, the brand shows commitment beyond trends. Simple answer is NO”.
Welcome to another blog of our fast fashion series…! For today we pick one of the pioneers of sportswear and a well-known brand throughout the world, Nike. Almost all of us used or once in life wear goods having a (Tick Mark) on them. Yes, that is Nike. Nike is among the biggest athletic wear manufacturers around the globe and has spread its products made with diligence for decades. Before making thoughts on whether Nike is a fast fashion brand or not we should have been given careful consideration before making a final decision. Throughout the years, Nike has faced criticism regarding its ethical practices, therefore, we first have to look at some past scenarios so let’s jump back a few years.
Nike Overview
The American athletic footwear and apparel company Nike, Inc. has its headquarters close to Beaverton, US. It is a leading producer of sports equipment and the world’s biggest provider of athletic footwear and gear. First established as “Blue Ribbon Sports” on January 25, 1964, the firm changed its name to Nike, Inc. on May 30, 1971. The company runs retail outlets under the Niketown brand in addition to producing equipment and clothes.
Apart from making sportswear and sports gear, under the umbrella of Nike, it also sells its goods with various names some of them are Nike Pro, Nike+, CR7, Air Force 1, and Nike Golf. It also runs some subsidiaries like Converse and Air Jordan. Nike is a global sponsor of numerous well-known athletes and sports organizations. As of 2020, the brand is labeled as the highest-value sports brand of the year.
Why is there a doubt that is Nike Fast Fashion?
Although the brand celebrates humanity and all of its possibilities on its website, the company has a history of treating its employees worse than animals. Let’s turn some pages of the world’s best sportswear manufacturer’s past.
Nike Controversies: is nike fast fashion?
Some of Nike’s controversies came under fire and due to this a question arises: does Nike use Fast Fashion?
- Sweatshop Controversy: A factory or workshop where workers are subjected to hazardous working conditions and long hours for peanuts pay is claimed as a sweatshop. An American labor activist Jeffrey Ballinger released a study on Nike’s Indonesian manufacturing practices of
sweatshops in 1991. (Behind the Swoosh), a documentary made by a college student also unmasks the labor condition.
- Child labor Controversy: Again Nike came under fire in the 1990s for hiring minors to make soccer balls in Pakistan and Cambodia. Additionally, Life magazine in 1996, published a startling image of a 12-year-old Pakistani kid sewing a Nike soccer ball.
- Wage Discrimination Controversy: A lawsuit was filed against the corporation for gender discrimination that asserted a $11,000 salary difference between male and female employees. Moreover, many female athletes have complained that their wages were deducted both pre and post-pregnancy, even if at the time they were still active and running the brand’s commercial campaigns.
Is Nike fast fashion?
Whether Nike qualifies as a fast fashion brand or not we should check the brands based on the essential elements of fast fashion, which are:
1- Quality
Nike stands apart from the fast fashion norm by emphasizing longevity and quality. Because of the lengthy lifespan of their products, throwaway culture is discouraged and sustainability is promoted.
2- Cost
Nike is a luxury athletic company that sells a variety of products at different pricing points. Nike’s emphasis on innovation and performance typically leads to higher pricing points when compared to fast fashion retailers.
3- Trends
Nike also introduces new collections frequently, but rather than just chasing the latest trends like fast fashion, it focuses on designing sportswear that enhances athletes’ performance. The business makes enormous investments in research to provide cutting-edge sportswear that caters to athletes’ needs.
4- Labor Condition
There is still evidence that the workers of Nike are paid salaries below the poverty line. Moreover, some sweatshops are spotted in China and other Asian countries, despite being approved under the Fair Labor Association’s Workplace Code of Conduct.
5- Mass Production
Nike distinguishes itself from other traditional fast fashion firms with this strategy by placing less emphasis on speed in contrast to fast fashion retailers that prioritize swiftly duplicating catwalk trends.
6- Environmental Waste
Regarding environmental waste, Nike is taking the initiative by inventing more efficient materials and reusing existing plastics, yarns, and textiles. They are taking big strides and have a vision of zero carbon and zero waste. To reduce waste they use recycled nylon, and recycled polyester, made from plastic bottles and all of the cotton they use in their product line will be recycled or certified organic.
7- Supply Chain
Nike has over fifty distribution hubs, thousands of accounts, and over one hundred thousand retail locations globally.
Verdict: Is Nike a Fast Fashion Company?
is nike fast fashion? By analysing the world’s one of the top-notch sports brands Nike on different fast fashion parameters we can conclude that Nike is not a fast fashion brand. However, the company is repeatedly getting allegations of unfavorable working conditions, poor wages, and child labor. Although the brand is taking actions regarding its sustainability which distinguishes it from other fast fashion labels, still in which circumstances the clothes are made matters. Must see Is Commense Fast Fashion? for better understanding.