W+K’s Marcus Collins on culture's influence on what and why we buy
On Strategy Showcase
Nike Is the Voice of the Athlete
Nike is able to evolve culturally through the culture of sport, through the eyes of an athlete. Some people say Nike creates culture; I think they respond to it in creative ways. They create product that is reflective of the cultural characteristics of what it means to be an athlete. Think about athlete through a democratized lens.
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