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Appears in Collections:Faculty of Health Sciences and Sport Newspaper/Magazine Articles
Title: Nike, Colin Kaepernick and the pitfalls of ‘woke’ corporate branding
Author(s): Chadwick, Simon
Zipp, Sarah
Issue Date: 14-Sep-2018
Date Deposited: 19-Sep-2018
Publisher: The Conversation Trust
Citation: Chadwick S & Zipp S (2018) Nike, Colin Kaepernick and the pitfalls of ‘woke’ corporate branding. The Conversation. 14.09.2018.
Abstract: First paragraph: Nike reignited a culture war recently by revealing Colin Kaepernick as their spokesperson for the 30th anniversary “Just Do It” campaign. The sportswear brand’s announcement came via a new advert in which young African Americans, Muslim women, physically impaired athletes and white skateboarders all encourage the viewer to follow their dreams, no matter how crazy.
Type: Newspaper/Magazine Article
Rights: The Conversation uses a Creative Commons Attribution NoDerivatives licence. You can republish their articles for free, online or in print. Licence information is available at:
Affiliation: University of Salford
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