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11min chapter
Nike
Acquired
Nike's Sneaker Culture Evolution
This chapter explores the rise of sneaker culture around 2014, focusing on the emergence of sneakerheads and the lucrative secondary market for shoes. It examines Nike's strategic approach to marketing and pricing, particularly in relation to limited editions and social justice campaigns, highlighting the brand's commitment to accessibility while still achieving high resale values. Additionally, it discusses the impact of Nike's controversial advertising strategies, like the Colin Kaepernick campaign, and their alignment with social issues, which have contributed to redefining the brand's identity and customer engagement.
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