Activism, Risk, and Communicational Politics Nike and the Sweatshop Problem

By the late 1990s, Nike, the global sportswear giant, had acquired a reputation not only for marketing success based on creative advertising and celebrity athletic endorsements but also for producing its merchandise in third-world sweatshops. This second half of Nike’s reputation was due in no small...

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Bibliographic Details
Published inThe Debate Over Corporate Social Responsibility
Main Author Knight, Graham
Format Book Chapter
LanguageEnglish
Published New York, NY Oxford University Press 12.04.2007
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Summary:By the late 1990s, Nike, the global sportswear giant, had acquired a reputation not only for marketing success based on creative advertising and celebrity athletic endorsements but also for producing its merchandise in third-world sweatshops. This second half of Nike’s reputation was due in no small measure to the efforts of a growing, transnational social movement mobilized against sweatshop labor practices, particularly in the global apparel and footwear industries.
ISBN:9780195178838
0195178831
DOI:10.1093/oso/9780195178838.003.0022