While some scholars dismiss transnational private governance instruments, such as codes of conduct, social auditing and monitoring initiatives, as an instrument of corporate power, propaganda and ...control, others provide a positive assessment. This paper criticises both approaches by applying concepts developed by the French philosopher Jacques Rancière. Against the background of worker-driven discontent in the Nike supply chain, the paper argues why a Rancièrian reading may offer an alternative way of conceptualising the politics of transnational private governance, one that provides a more promising way to 'ground' it in both conceptual and empirical terms.
The sport sector functions as a site of health-promotion by encouraging and enabling individuals to invest in their health and giving them tools to do so. This investment is often initiated by, or ...altered by, role modeling, or seeing other individuals engaging in sport. This could include family or peers but could also include depictions of sport in popular media. Inclusive role-modeling could subsequently encourage more sport participation, thus expanding access to health benefits that arise from sport. However, stereotypical depictions of sports role models could make sports seem like a more exclusive space and discourage participation. We examine a case study of a prominent athletic brand and their advertising to examine the ways they expand or reify stereotypes of gender in sport. Through a qualitative content analysis of 131 commercials released by Nike in the past decade, we explore whether their stated goals of being a socially progressive company extend to genuinely diverse and inclusive portrayals of gender in their commercials. Our results indicate that Nike commercials continue to treat sports as a predominantly and stereotypically masculine realm, therefore marginalizing athletes who are female, who do not fit traditional gender binaries, or who do not display traditionally masculine qualities. We also find that the bulk of athletes portrayed by Nike are those who adhere to gender stereotypes. Despite their purported goal of encouraging individuals to participate in sports, Nike’s promotion of gendered sport behaviors may be having an opposite effect for some consumers by discouraging sports participation for those who do not align with the gendered behavior Nike promotes. The stereotyped role modeling of the sport sector portrayed in a majority of Nike commercials could dissuade already marginalized individuals from participating in the health-promoting behaviors available through sport.
In the growing field of sports vision little is still known about unique attributes of visual processing in ice hockey and what role visual processing plays in the overall athlete's performance. In ...the present study we evaluated whether visual, perceptual and cognitive/motor variables collected using the Nike SPARQ Sensory Training Station have significant relevance to the real game statistics of 38 Division I collegiate male and female hockey players. The results demonstrated that 69% of variance in the goals made by forwards in 2011-2013 could be predicted by their faster reaction time to a visual stimulus, better visual memory, better visual discrimination and a faster ability to shift focus between near and far objects. Approximately 33% of variance in game points was significantly related to better discrimination among competing visual stimuli. In addition, reaction time to a visual stimulus as well as stereoptic quickness significantly accounted for 24% of variance in the mean duration of the player's penalty time. This is one of the first studies to show that some of the visual skills that state-of-the-art generalised sports vision programmes are purported to target may indeed be important for hockey players' actual performance on the ice.
This study aims to analyze customer benchmarking through the effect of brand identity to the formation of brand image on the Nike brand through brand awareness. Samples were selected from respondents ...from athletes athletics, aquatic, football, basketball, and coaches in each branch, as well as those who have an awareness exercise encountered by researchers in the area of GOR Surabaya Koni and sports clubs in East Java. Data collection techniques using primary data by distributing questionnaires to the respondents. Data were analyzed using SPSS version 23.0 with path analysis. The results of this study indicate that the brand identity and brand awareness proven effect on simultaneously on the brand image of the Brand Nike. When viewed from the direct influence, brand identity diclared effect on brand awareness, and brand awareness is evident influence on brand image. Meanwhile, if viewed from the indirect effect, stated that the brand identity can not affect the brand image through brand awareness. Limitations in this research is the study population used is limited to several sports clubs in East Java is the target population.
Women and girls are currently positioned as highly visible subjects of global governance and development, from the agendas of the United Nations and the World Bank to the corporate social ...responsibility campaigns of Nike, Goldman Sachs and Coca Cola. This paper examines the representations of empowerment in visual (image and video) material from the Nike Foundation's 'Girl Effect' campaign. Drawing on the works of Angela McRobbie and Lilie Chouliaraki, I suggest that this campaign is reflective of a mode of 'post-feminist spectatorship' that is now common to corporatised development discourses; it is manifested both in terms of the conservative mode of neoliberal empowerment proposed for distant others and the mode of ironic spectatorship imagined for the viewer. I conclude that the relations constructed in the 'Girl Effect' campaign between the (empowered) Western spectator and the (yet-to-be-empowered) Third World Girl work to erode bonds of solidarity and entrench structural inequalities by positioning economically empowered girls as the key to global poverty eradication.
Purpose
The purpose of this study is to explore the influence of perceived corporate social responsibility (CSR) effort on consumer preference in the case of brands with different CSR histories in ...the clothing and footwear sector.
Design/methodology/approach
This study uses the conjoint analysis method and analyzes a sample of 381 French consumers. Two sports brands were tested in this experiment: Nike and Patagonia.
Findings
The results show that despite the sensitivity of the respondents to the social and environmental conditions involved in the manufacture of the shoes they purchase, they mainly preferred Nike – regardless of its shorter CSR history and significant criticism for social issues in its value chain. Customer recognition of a greater CSR effort by Patagonia does not seem to change this preference.
Research limitations/implications
One fictional product was tested, and the two selected brands have different levels of recognition by French consumers. To strengthen the external validity of the results, it would be interesting to repeat the study using other, real products and other brands with a similar offer on the market and level of consumer awareness.
Practical implications
The findings suggest that the ethical dimension of the product should not be put forward as the main selling point, but rather as an added value for the product.
Originality/value
Although there has been an increasing number of studies of consumer behavior toward ethical attributes in recent years, none to date have compared this behavior for products of ethical brands with different CSR histories.
The Nike Foundation’s flagship corporate social responsibility campaign, ‘The Girl Effect’, has generated support for targeted investments in adolescent girls as the ‘key’ economic development in the ...global south. As a representational regime, the campaign is an example of an increasingly hegemonic discourse of global girl power via formal education. In an era of ‘sexualisation moral panic’ regarding representations of contemporary young female sexual subjectivities in the global north, this article considers ideological figurings of adolescent female sexual embodiment in the global south through a discursive analysis of the campaign’s three most popular viral videos.
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