Abstract
The NIKE(RED) Lace Up, Save Lives campaign debuted during the 2010 FIFA World Cup and invoked multiple discourses of nationalism, global citizenship, and sport to promote conscious consumerism. By co-opting symbolism of Africa's first World Cup, NIKE(RED) sold activist identities through myths of postracial harmony. The global appeal of NIKE(RED) relied upon support from soccer superstars who endorsed consumerism as cool. We argue that NIKE(RED) and the subsequent INSPI(RED) partnership exemplify commodity activism and reproduce colonial stereotypes of powerful Western consumers acting as saviors in the Third World. We critically examine news, Web sites, grassroots soccer organizations, and advertisements from the United States, UK, and Italy to address the multimedia global nature of NIKE(RED) and grassroots soccer activism.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
