Nike has big goals on reducing overall material use, on reducing toxics in their products, design products for recyclability, and eventually creating a closed-loop system. The overarching idea is Nike Considered, an ethos for Nike's operations and products to do more than just less bad, but to do more good.

For example, the company's World Cup jerseys for the 2010 South Africa games were made of 100 percent recycled polyester, with each jersey taking eight plastic bottles out of landfills. The net result of that one project alone was reusing 13 million plastic bottles, and showed what was possible with Nike's new ethos.

(READ the story at GreenBiz.com)