Spotlight on NW Creative: Nike Makes A Better Box

Nike is interested in helping to create a Better World. For instance, to help reduce packaging waste, Nike took a fresh look at their shoebox.
Nike Better World.jpg
According to, corrugated cardboard is Nike’s single-largest material purchase. The shoebox and its shipping carton account for half of Nike packaging.
So they reengineered the shoe box, which now uses 30 percent less material than a 1995 vintage box, the company’s first 100-percent recycled-content box. The new shoe boxes, now in use, will save the equivalent of 200,000 trees annually.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.