Nike Re-Creation programme rolls out to London, Paris to follow

Nike’s latest sustainability initiative ‘Re-Creation’ has arrived in the UK, with the US sportswear giant rolling out a circular business model, designed and created locally for local athletes.

Launched in Los Angeles last May, the recycling programme collects local obsolete product that's re-created locally into wearable condition and then locally distributed, “combining creativity, innovation and the power of our circular vision, to serve city athletes”.

The new London link sees the brand collaborate with design project Greater Goods to launch the Nike Re-Creation London collection at its NikeTown store at Oxford Circus. It features a “one-of-one” capsule collection of 25 pieces, with all fabrics sourced locally from deadstock Nike product and materials. A  wider collection will follow.

“Re-Creation is another way Nike is creating new solutions to advance a circular vision and get closer to a zero-carbon, zero-waste future… to serve the future of athletes and sport… [focusing] on solutions that are better for athletes and better for the planet”, it said. 

It added: “While there is no single silver bullet solution in the fight against climate change, local collection, manufacturing and distribution holds the potential to help reduce carbon emissions”.

Later this summer, the Re-Creation programme will arrive in Paris featuring a collaboration with Parisian designer Sarah Moh.

The Nike Re-Creation programme follows the Nike Grind, Refurbished and Recycling & Donation initiatives, "furthering the brand’s journey towards creating a more circular future".