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Katz (1994) descries that "special Nike strain of the myriad intricacies of cool," whereby Nike has come to interject itself into the fabric of culture by defining what it means to be irreverent, athletic, and entirely 'with it.' Consistently re-inventing its appeal, Nike works to gear its products toward the maintenance of the athletic body. One statement of purpose declares the company exists "to enhance people's lives through sport and fitness," while another imagines Nike engaged in "keeping the magic of sport alive" (both Katz, 1994: 25).
Yet an underlying set of principles informs the Nike behemoth and contributes to its continued success...
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