MOMOKO MASHUPS

Nike (Green) Air Jordan

It seems like Nike doesn’t want anyone to know it is going green. The sole of Nike’s new Air Jordan XX3 is made of ground-up pieces of old Nike sneakers. You would think it’s more cost-efficient, right? Not at all. The suggested retail price of the Nike Air Jordan XX3 ranges from $180 to $230. Even though its eco-friendly shoes are cheaper to make, the company perceives its consumers are more interested in design and performance than sustainability. This strategy can make or break the brand, especially among its urban and socially responsible consumers.

Nike knows going green has various advantages. Surely there are environmental benefits, but going green offers a more cost effective approach in manufacturing of top performance athletic sneakers. It expects to reduce the amount of material it wastes by 17% over the next decade. While companies like Seventh Generation and American Apparel pride themselves over innovation in the eco-conscious changes they are making, Nike is down playing sustainability initiatives. In its latest digital campaign called Nike +/Running, sensors track physical data, find useful tools to train for the marathon, and connect with others in a friend or foe user experience. Nike is all about innovation and hip athletic gear. How is sustainability relevant to the brand? The brand has always been about winning.

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Pretty in Pucci

I am a big fan of photographer Juergen Teller, who is most notorious for his off-kilter and over-exposed flash photographs in Marc Jacob’s campaigns. This time Mariacarla Boscono is the itgirl for Emilio Pucci’s Fall 2008 ad campaign. And she’s perfect. The Italian model, known for her mod, swanky style, was the right choice for the label’s latest campaign, replacing Malgosia Bela in S/S 08. I’m thinking Pucci’s psychedelic prints are pulled off better by Mariacarlo. Her hair is a rich, luscious chocolate, her skin is rightly porcelain. And she’s not lost in those crazy-color extravagant maxi dresses, fur, head scarves–no dread of suffocation here! Her bouncy hair adds to the sense and style. A large cobalt bag with shimmery plum python and cube gladiator heels spells fun. And the backdrop is dramatic, fittingly Pucci, the marble, the statues, the piano–did I mention Pucci is Italian?

P.S. Psss…Pucci is currently looking at their design assistants to become the new Creative Director as Matthew Williamson has resigned to focus on his namesake business. I want to design for Pucci!