ABSTRACT
Everyone knows the Nike “swoosh.” It is, perhaps, one of the most-recognized corporate symbols of the twenty-first century. Nike’s ad campaigns are ubiquitous, its shoes are coveted everywhere, and its stable of sponsored athletes is world-famous. Judged by the company’s current capitalization (as of 9 August 2004), Nike is worth more than $18 billion (Quicken 2004). According to its web site, Nike strives to be an “innovative and inspirational corporate citizen” (Nikebiz.com 2003a) dedicated to environmental sustainability responsible manufacturing processes, and workers’ rights (Nikebiz.com 2002). But not everyone is convinced by the company’s glossy public relations; Nike has been a prime target for social activists who believe that working conditions in the factories with which the company subcontracts are not at all ideal.
