Nike has been strategically using progressive narratives in its advertising campaigns for more than 30 years: no matter what gender or color you are, access to sports and competition seem like an antidote to all forms of discrimination. Real activists become the face of campaigns. The attempt to credibly stage images of protest and incorporate them into the rebellious brand image is contrasted with the real protest of the workers who produce shoes in factories for Nike. But which side do we take when we criticize Nike? Is Nike’s “Just do it” and its advocacy for diversity even a possible vehicle for a more just world?

by Hanisch-Methner

Cast