Case Study: Nike elevates sustainability storytelling and community impact with Accept & Proceed

Nike collects 20,000 donated trainers with Accept & Proceed for Move to Zero

Accept & Proceed partnered with Nike to address the challenge of unifying and elevating the brand's various sustainability initiatives under a single, recognizable sub-brand. Nike needed an expressive design system that would create cohesion for its "Move to Zero" ambition, a zero-carbon and zero-waste initiative, and inspire public action.

The solution developed by Accept & Proceed was a comprehensive identity system inspired by Nike's heritage, featuring a custom logo with chopped letterforms and a diminishing grid to visually represent reduction. The system was applied across all touchpoints. As a tangible activation, Accept & Proceed helped Nike regenerate a local basketball court in Belgrade using Nike Grind material from over 20,000 donated sneakers, embedding the community into the project. This highly localized effort was globally lauded, spurring Nike on to further activations and successfully closing the loop on their sustainability story.

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