Brooks Shoe Box

This box, and your run, just got a little greener.

Our shoe packaging is the next best thing to no box at all. In Brooks' quest to reduce, reuse, and recycle, we became a bit obsessed. Using 100% post-consumer recycled (PCR) content was just the start.
Drumroll, please...

We switched to a single-color, less energy-intensive flexographic printing process, and water-based inks and adhesives that are cleaner and better on the environment. More box sizes mean a tighter fit, saving 150 tons of paper annually. We also said, "Goodbye, shoe stuffing!" We talked to you, the runner, ran some shipping trials, and discovered shoe stuffing wasn't necessary. Nor were those annoying Silica packs. The wrapping tissue? It's chlorine-free, 100% PCR, and we use less of it than before. And we're thrilled to be sourcing it from a nearby, low-emissions box factory with its own on-site water treatment facility. Sweet!

We're working hard to do our part, and made it easier for you to do yours. This box and its contents can be easily flattened and recycled. So when you get your next pair, throw the box in the recycle bin on your way out the door. Better yet, give the box another life before discarding it. Then Run Happy, knowing each step leaves a smaller footprint.

What shoe box updates did we make in 2010?	Why does it matter?
Moved to flexographic printing with a single-color printer	This approach uses less energy than lithographic printing since it takes only one pass to print. Additionally, it enables us to use water-based inks.
Switched to all water-based inks in a single color.	This ink type boasts no volitile organic compounds (VOCs), is safe to work with, and requires less volume in the printing process.
Used water-based adhesive labels on recycled stock	Water-based adhesives do not use solvents that emit VOCs. Furthermore, we upgraded our box labels to 40% post-consumer recycled (PCR) content.
Sourced recycled box materials near factories, reduced overall weight	In addition to using 100% PCR paperboard, we sourced our box materials from China to avoid the environmental impact of overseas shipping. We also reduced the amount of material used, which equates to lower box weights.
Optimized box dimensions on core sizes	To decrease potential waste, we developed more box sizes that give shoes little wiggle room. This tighter fit will save an estimated 150 tons of material annually.
Reduced shoe box tissue by 25% and moved to chlorine-free	No need for as much tissue as you once found in our boxes, so the fewer materials the better. We also sourced chlorine and bleach-free tissue that is 100% PCR.
Contracted with a new box factory	Moved to a low emissions plant that features an on-site water treatment facility.
Eliminated the shoe stay(stuffing)	Again, the fewer materials the better. We talked to runners, and all felt that stuffing inside the shoes wasn't necessary. Shoes still ship in great shape.
Eliminated the silica packs	Scientific data showed these little silica packets, designed to combat moisture/mold, weren't effective or even necessary.
Included environmental messaging on tissue	We wanted a way to communicate our more eco-friendly efforts in the box without using more materials. So we leveraged existing real estate available on the remaining tissue.