Nike's Ecological Efforts Take Center Stage at Summer Speaker Series

As the sun set beyond the hills of San Juan Capistrano, more than 60 locals gathered in a courtyard beside the . They spent Thursday's early evening hours listening to the opening speaker of the center's third annual summer speaker series.  

Mark Smith, the creative director of Nike's Jordan Brand, spent about an hour discussing the evolution of ecological awareness in the apparel business, citing his company's recent efforts to be an example in industrial undertakings.

Smith helped cement Michael Jordan's status as the most influential athlete in modern American history. But it wasn't until recently that he helped launch an effort to change the way consumers view manufactured products.

Smith spearheaded a reboot at the world's best-known athletic outfitter. As a lead member of a research team, he looked outside the box to bring Jordan Brand an eco-friendly shoe (no adhesive glue and substantially less dye) that could have ripple effects in the industry.

"You can't sell a basketball shoe that looks like a Birkenstock," said Smith, speaking from beneath a thriving lemon tree on the Ecology Center's rapidly developing estate. "The aesthetic is based on performance. We decided to see if we could do it without glue, which is like playing rock 'n' roll with no guitar."

Nonetheless, the Jordan Brand pulled it off after a development process that lasted nearly seven months. The 23rd version of No. 23's sneaker hit the shelves devoid of glue, a series of extensive stitching fastening the finished product. 

The iconic sneaker retained its fashionable traits, with machine stitching rendering M's and J's all over the shoe.

“The initial model was extremely raw and put together with just the basics,” Smith said. “Then we found a way to refine the product.”

To understand the global impact of Michael Jordan's personal faction of Nike, you need to rewind back to the 1990s. M.J. spent the decade securing six NBA championships and saved the world alongside Bugs Bunny and Bill Murray in Space Jam, a movie that still resonates with those who spent their childhood watching Jordan dominate SportsCenter highlights. 

"The sneaker is based on a guy who could do anything on the court,” Smith said. “When No. 23 is on there, the world is going to be watching.”

Smith, who spends much of his time at Nike headquarters in Oregon, couldn’t be prouder of the product he helped innovate. This year, Jordan Brand unveiled its 27th installment of the shoe, once again equipped with stitching that reduces industrial waste. 

Nike also shared with the public its insights into product sustainability. That distribution of research could produce worldwide changes in manufacturing policies, Smith said. 

“I think this has galvanized a lot of people,” Smith said. “If you can do this with a shoe, what else can accomplish by doing the right thing?”

Smith, who calls Southern California his “adopted home,” says it’s imperative that future generations continue to contribute to the rising number of  "conscientious consumers" who take the planet’s well-being into account when purchasing goods.

“Our educational system should be teaching kids how to live on this planet, just as it teaches math,” Smith said. “If we don’t do that, then I think we’re missing a great opportunity.”

Audience member Rose Brantley, who has served as chair of the fashion department at Los Angeles’ Otis College of Art and Design for more than 30 years, said she’s heard similar sentiments from her students. The Hollywood resident stole the show for a moment when she joined Smith and spoke in front of the crowd.

“We must rethink the way we create everything,” Brantley said. “I believe that Nike is more committed to this movement than any other industrial clothing company. Right now, they’re the pinnacle.”

The face of Nike never had a doubt in the vision of Smith and his development team, Smith said. Jordan jumped on board from the get-go.

“Michael takes chances on people and encourages risk-taking,” Smith said. “He has a keen eye for detail and style, more than any other athlete I’ve come across. He’s extremely invested in the process, and we decided to communicate at a deeper level than 'Hey, let’s just sell shoes.' ”

Evan Marks, executive director of the Ecology Center, was impressed by Smith.

“He inspired me,” Marks said. “I’ve always been fascinated by design, so I find all of this so interesting. When one of the world’s biggest apparel manufactures takes this kind of stance and displays incredible vision, it makes you optimistic about the future.”

Nike has been a trendsetter in the athletic industry for over two decades and is currently valued at well over $30 billion. Time will tell if the company’s recent endeavors will resonate as strongly as the recognizable swoosh on its sneakers.