Nike Grind

Nearly twenty-five years ago, Nike asked a simple yet profound question: How can we recycle worn-out shoes and turn them into something better? That question led to the creation of Nike Grind, a revolutionary material made from recycled rubber, foam, and fiber from old sneakers. Over time, Nike Grind became a key component in surfacing solutions—used in everything from gym floors and running tracks to carpet underlays.

With the success of this initiative, Nike began asking an even bigger question: What else could be made using Nike Grind? That’s where Atomic Wash came in.

The Challenge: Expanding the Vision of Nike Grind
We were brought in by WorkflowOne, a promotional products company, to help them pitch Nike on creating a whole new category of sustainable, high-impact promotional products made from Nike Grind. Instead of just brainstorming a list of generic swag items, we set out to create a portfolio of ideas that were:

Sustainable – Aligned with Nike’s eco-conscious mission

Functional – Everyday items that serve a real purpose

Brandable – Seamlessly tied to Nike’s identity

Desirable – Products people would actually want

Memorable – Ideas that resonate beyond a giveaway

Feasible – Concepts that could realistically be produced

The Big Ideas: Bringing Nike Grind to Life
We went beyond traditional promotional items and developed hundreds of innovative concepts—ideas that weren’t just branded trinkets but extensions of Nike’s core values. Some of the standout concepts included:

• Smartphone Cases – A sustainable, protective, and high-visibility product that kept Nike Grind in consumers’ hands every day.

• Shoe Insoles – A perfect brand story: recycled sneakers coming full circle to enhance performance footwear.

• Baseball Diamonds – Transforming little league fields across the country using Nike Grind, fostering the next generation of athletes.

• Camping Sleeping Pads – The resilient, lightweight properties of Nike Grind made it an ideal material for backpackers and campers.

• Flip-Flops for the Developing World – A simple, cost-effective solution to provide footwear in areas where people often go barefoot, reducing the risk of soil-borne diseases.

• Mosquito Nets – By transforming Nike Grind into a fiber, we proposed creating life-saving insecticide-treated bed nets for communities in need.

• Nike Grind Jewelry – A unique fundraising idea that repurposed sneakers from pro athletes into collectible jewelry pieces, combining sustainability with fan engagement.

The Impact: A New Perspective on Nike Grind
Atomic Wash didn’t just deliver a presentation—we expanded the vision of Nike Grind. We showed Nike and WorkflowOne that their recycled material had the potential to go beyond flooring solutions and into everyday life in meaningful ways.

Our work proved that sustainability and innovation can go hand in hand, turning discarded shoes into game-changing ideas. It was an honor to help Nike see the untapped potential of Nike Grind and to contribute to their journey toward a more sustainable future.