How Nike Won the Cultural Marathon

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For its 50th anniversary this year, Nike could have done a lot of things. It could have done what many fashion brands do and had a series of enormous parties in multiple capitals around the world with special guests like LeBron James and Billie Eilish and Naomi Osaka and Travis Scott, all of whom work with the brand. It could have issued a limited-edition coffee-table tome full of glossy photos of sneakers treated like art. It could have created “50 and Fabulous” merch (or something).

But Nike has done none

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