Like everyone, Nike is trying to green itself up a little. And it chose the right place to showcase its initiatives. The World Cup. In the sporting world, perhaps even the world at large, there is no bigger event. Nike’s nine teams are all wearing shirts made from plastic bottles. Each shirt is made from 8 bottles and the project has prevented nearly 13million plastic bottles from going into landfill sites. Apparently, this is enough to cover more than 29 football pitches.

No doubt Nike chose this moment to unveil this innovation because they knew the amount of eyeballs that would be watching. But it raises some interesting questions, first; what do we want people to say about us? And second,  how will we make people take notice?

I can imagine Nike’s answers went something like this – first -what do we want people to say about us? -  ’Wow, Nike made shirts out of bottles. Cool’

And second how will we make people take notice? - ’Wow, Ronaldinho’s wearing a bottle shirt. Cool’.

So next time you have something great to tell the world, its worth sitting down and really thinking about exactly what you want people to say about you so your news makes the biggest splash possible.