The world’s two biggest brands — Nike and Adidas — have made it clear that safety footwear is no longer just for the military.
Nike and other major U.K. brands have been quick to step up their campaign to promote the use of safer footwear in the public eye.
But what exactly are safety shoes?
What are the different types of safety footwear?
How should we define ‘safety’?
Recode has a special report on the war in Afghanistan.
This week: How the U!
is trying to win over women in the military and how Nike is changing the face of the companyIt’s not just women in Afghanistan — men, too.
In a recent op-ed in The New York Times, the American-made Nike brand explained that the brand is trying “to attract women to the company” and said the goal is to “enhance the company’s global brand presence.”
It’s a little harder to understand why Nike’s stance on safety is so important than it may sound.
The shoe company, which made a splash with its ad campaign in Afghanistan that featured women dressed as Taliban leaders, has faced criticism from women’s groups who say it has promoted “a patriarchal culture that encourages violence.”
The U.N. Human Rights Council has said it is “not neutral” on the issue, but has called on Nike to stop using its brand name and logo in ads that promote violence against women.
In an interview with Recode, Nike CEO Mark Parker said his company “remains committed to working with women to promote equality.”
He said the company was “taking action to address some of the concerns raised by the UNHRC.”
The ad campaign is one example of how Nike has gone above and beyond to make its brand more appealing to women.
In the piece, Parker said that Nike has created a “special relationship” with Afghan women that is “much more than just a physical connection.”
“This is a cultural connection,” he said.
“They have access to a company that has been so generous to women, including funding education and other programs for women.”
A Nike spokeswoman said in a statement to Recode that the company “is proud to be a part of the Afghanistan team and look forward to working closely with the Afghan government to achieve greater women’s empowerment and equality.”
It may seem like a big deal that Nike is supporting women in this war.
But, for many women, the company isn’t just a stepping stone to a career.
As one Afghan woman who went on to become a professional model told Recode: “I have been wearing Nike shoes since I was 10 years old, and now I am one of the top models in the world.”
And, as Parker explained, the shoe company is also taking a more direct approach to its message.
government is looking at our brand as part of a wider cultural shift,” Parker said.”
We’re doing what we believe is in the best interest of women and girls everywhere,” he added.
K. is currently involved in a massive military campaign in the Middle East, involving air, ground, and naval forces.
Nike is part of an international coalition of brands that will donate to women’s charities and provide them with safety gear.
In response to the recent U.R.O.W. protests, the brand announced it would stop selling shoes with logos that include the words “Nike,” “Nordstrom,” or “Kraft” — a move it said was meant to avoid creating “misunderstandings about our values.”