Reuse-A-Shoe stands as one of Nike’s longest-running environmental programs and is an integral part of the company’s goal of closing the loop on its manufacturing process.

Further, the program engages people around the world in helping to reduce waste in landfills, while providing new life to old shoes in high-quality sports and play surfaces, apparel and equipment. Nike had the great ambition to further establish their CSR program "Nike Reuse-A-Shoe" and brand "Nike Grind". 

The assignment was to develop and execute B2B and B2C strategies to revitalise Nike Grind and the ReUse-a-Shoe program in Europe. Inspire, engage and activate the consumer. Explore new ways of business development for Nike Grind.

Through storytelling "give your shoe a second life", we engaged with people to become part of the sustainable journey. From the start where you drop off your shoes at Nike retail stores, to the actual sports surfaces in which your old shoes are used.

Besides social media interaction, online presence and speaking at events, we made this concept tangible. For example by showcasing sports surfaces and Nike Grind materials at various exhibitions and in retail. We also developed brand retail communications and strategy plans in Europe, which, supported the program.

In addition, we collaborated with brand partners and technical universities to look into innovative development strategies and purposes.