We’ve covered previous marketing efforts from China’s leading sportswear and shoe company Li Ning, who seems to be willing to push the envelope in terms of innovative ways to reach the local youth market. The company recently released an eco-friendly shoe called the “Green 001″ for the Spring 2009 line. The shoe is constructed from eco-friendly materials, including ample use of hemp. In their marketing campaign (see above poster), Li Ning is promoting a simple theme: “Environmental Protection = Trendy.”
Interestingly, the tongue of the shoe is embroidered with the image of Wangari Muta Maathai, founder of the Green Belt Movement and the first environmentalist to win the Nobel Peace Prize. The slogan written on the outside of the shoebox is “ONLY ONE” along with an image of the Earth.
[via Enovate]
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Hi Angie NYC here…This is a good looking shoe and really artistic(even the shoe box)!
environmental protection should = trendy, absolutely… Thanks for sharing! May you have lots of luck and love – all along the way!
AngieL http://www.ibuyitgreen.com – Eco Friendly Products
August 21st, 2009 at 7:37 pm
It would be interesting to see the full specs on the shoe- Enviro footwear manufacturing is a tricky business, as a fair amount of the processes are rather bad.. Cementing of the soles (as this look like it has) is toxic, and the only kinda successful solution has been some of the Nike Considered shoes where the soles are mechanically attached via a snap-fit or a webbing threaded through midsole and outsole. Hemp is better then cotton for soil, but leather tanning (can) be nasty as well, depending on the tannery, and how much they have invested in environmental controls. Outsole pressing is relatively benign. a shoe can have between 30-60 vendors components, overseeing each pedigree is tough..
August 22nd, 2009 at 8:58 am