South Africa famous for its diamonds, wild life safaris and nature’s green cover is all set to get more greener with FIFA World Cup 2010. Nike has designed environment friendly jerseys for the participating teams of FIFA World Cup 2010. Soon the soccer lovers would watch their favorite players sporting jerseys manufactured by recycling plastic bottles.
Nike’s decision to contribute to the “Go Green” cause is very much in line with the present days’ tactics of “Glamorizing the Go Green Cause”. Non-Governmental Organizations (NGOs) and environment conscious groups have roped in celebrities to aid the cause and thereby the “Go Green” cause has been brushed with “Glamour Quotient” continuously. Result: Coining of the term “Green Celebrities”. Some of the Green Celebrities from Hollywood include Brad Pitt, Leonardo DiCaprio and Edward Norton.
Would “Glamorizing” the cause really yield results? Answer is a partial NO.
Though celebrities and agencies have been contributing their bit to the cause, a major deterrent is the non-committal stands of nations like America, Australia, India etc. Non-Ratification of Kyoto Protocol by America and recent dead lock at United Nations Climate Change Summit is raising questions on the effectiveness of “Go Green” initiatives of the likes of Nike. Until, the enforcing agencies and nations take up a committal stand, the cause would still be in limbo.
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