NIKE "design the future ... as opposed to retrofit the past."

http://online.wsj.com/article/SB120303911940170393.html?mod=at_leisure_main_reviews_days_only
This article talks about the new NIKE Jordans XX3, which have something unusual compared to all the other Nikes we know: "near absence of chemical-based glues and an outsole made of recycled material". The article explains better how they could do it and how this is supposed to implement their markets. Also, there are some doubts about these "green" shoes, but the good thing, to me at least, is that after all the criticism they received few years ago, they are now trying to do something to improve the environment and the workers' conditions.
When I read it I thought about this could be a great example of both, marketing ethics and marketing in ecology (green marketing) that our book discuss in Chap. 3

ENJOY
MARTA