Nike’s Mall of the Emirates store reopens with sustainability at the core
- The brand joins forces with Dubai-based leading sustainable designers to upcycle old football jersey’s into stylish face covers & totebags
- Nike Air VaporMax 2020 Flyknit – the most sustainable shoes developed by the brand to date is now available in store
The store is the first in the region to introduce digital footwear sizing screens
Dubai, United Arab Emirates; July 26, 2020: Nike, in partnership with its local distributor Sun and Sands Sports, reopened its doors at Mall of the Emirates with a special focus on sustainability. This is in line with the brand’s global Move to Zero strategy which is driven by the belief that protecting the planet means protecting the future of sport against climate change. As part of its journey towards zero carbon and zero waste , Nike has partnered with Dubai’s leading designers Leen Nizameddin, founder of SOUND.ON streetwear and Engy Mahdy, founder of, One and Four Studio to upcycle old unused football jerseys into stylish totebags & face covers. Underlining Nike’s decade-long commitment to strengthening the brand’s green credentials and creating a better future for sport in the region and globally, these stylish products have been made for the people of this region, by the people of this region.
Commenting on the partnership, 25-year-old Leen Nizamudeen said: “Nike’s Move to Zero plan, focuses on holistic sustainability by promoting zero waste and zero carbon. When creating the designs for my up-cycled masks I knew I needed to really translate that concept into reality in a simple yet innovative way. All three masks really highlight the creativity up-cycling can bring forth, similar to Nike’s ethos which works to bring inspiration and innovation to every athlete.”
Engy Mahdy, founder of One and Four Studio, elaborated on her creation and said: “The Nike Air Vapormax shoe is the embodiment of circular design and recycled materials, hence when designing the reusable tote, I drew direct inspiration from the shoe design and the organic lines it incorporates. This allowed for a way to divide the bag into sections utilizing the different coloured jerseys that needed to be upcycled.”
Amongst the supporters of the cause is Emirati Footballer, Omar Abdulrahman, also known as Amoory, who attended the reopening of the store. The Nike athlete received a customised mask by Engy Mahdy that reflects his promising career.
The inspiration behind the tote bag, The Nike Air VaporMax 2020 Flyknit is one of Nike’s most sustainable shoe to date, made with at least 50 percent recycled content by weight. Green by design, VaporMax has been made using raw materials and an array of different recycled components. Nike’s product lead, Jesie Small said: “We wanted to make a sustainably-sourced silhouette from the ground up, and one that is quick and easy to put on and wear daily. That’s why we also innovated around ease of entry, exit and lockdown to design a smarter and better-designed shoe for all athletes.” The shoes are now available in store.
Nike Mall of the Emirates is now open seven days a week, from 10:00 am – 10:00 pm and serves as a platform for consumers to shop consciously by learning about Nike’s sustainable products specially curated for the UAE. The store represents a blend between sustainability and innovation; from a customization hologram for footwear which shows visitors the ways they can customize their shoes, to transparent window LED screens that consume half the energy of a normal LCD screen. The innovative store also provides digital footwear sizing screens to help shoppers get their exact sizes, the first of its kind in the region. Additionally, customers can also avail of apparel customization as well as bra fitting services.