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
Subjects
Business and Management
Business Ethics
Economic Sociology
reputation
footwear
mobilized
endorsements
industries
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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