W+K’s Marcus Collins on culture's influence on what and why we buy
On Strategy Showcase
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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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