Although Nike's approach to sustainable shoes is justified by lower costs, it holds lessons for marketers justifying going green because "green sells".

The company's earlier move into sustainable shoes was a flop. Consumers of their products were not interested in sustainability; they wanted cool.

Now the company uses bits of old shoes in the soles of new ones, but doesn't tell anybody. Although, given I am writing this piece, presumably they are hoping the word leaks out to those that care.

It should not be regarded as encouraging for those in business who think we can consume our way out of environmental crisis by promoting expressly "green" products.

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