Nike, the sports apparel juggernaut with revenues totaling $36.4 billion in 2018 alone, released a circular design guide for others in the industry, recognizing both the imminent threat plastic waste has upon the planet and the need for a collaborative effort to tackle it. The shoemaker has decided to share the guide publicly, and it highlights case studies not only from Nike themselves but also from competitors such as Patagonia.

“We have an obligation to consider the complete design solution, inclusive of how we source it, make it, use it, return it and, ultimately, how we reimagine it,” says John Hoke, Chief Design Officer of Nike.

The company believes that design presents an opportunity to make the world a better place by applying principles of circularity which they define as “creating products that last longer and are designed with the end in mind.”