Nike has always been a company of rebels and independent thinkers. We view ourselves as the underdog, tackling great challenges that seem insurmountable to others. And the way we do it is with an entrepreneurial spirit.

Sustainability has grown over the years at Nike as a grassroots effort with leadership support. Something like this could only happen at a company like Nike, a place where getting outside and hitting the open road is in our blood. Make no mistake about it – we are not peddling sugar water, hamburgers, or cartoons. Nike is the only global brand that stands for life.

It’s also our nature to innovate and lead the competition. In running. Manufacturing. Basketball. Advertising. Cross training. Soccer. Apparel. Team sports. Retail. Timing. The list goes on and on. And now, we can add sustainability.

So what does sustainability mean? We recognize that life on the planet is in decline, and the consumption of resources is going up. Sustainability is an effort to hold the two steady.

The current situation on the Earth can be viewed as a funnel with diminishing room to maneuver. This is caused by the decline in mechanisms that provide essential resources such as clean air, clean water, and productive topsoil.

At the same time, society's demand for these resources and services is increasing. The Earth's population is currently at more than six billion people and growing. Being aware that everyone lives in this funnel makes it possible for people to be more strategic when making choices and plans. Through innovation and unlimited change, we can catalyze the shift toward sustainability

And what does sustainability mean at Nike? We look to the triple bottom line for establishing value. Traditional valuation techniques only consider profit alone. But, for example, if two communities both produce the same revenue per capita but one has more parks, cleaner air, bike lanes, running trails, smart urban planning, and satisfied residents, where will most people want to live? The triple bottom line takes into account profit, people, and the planet.

How did we get to this point? It's been quite a journey…but we're in it for the long haul.