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In her book “No Logo”, Klein poses the question: ‘If brands are not products but ideas, attitudes, values and experiences, why can’t they be culture too?’ and it seems that Nike shares this query. Rather, it seemed Nike shared this query about two decades ago and has since proceeded to transcend the emblazoning of shoes and tracksuits with swooshes as their key form of marketing to seeing the world as a blank Nike canvas, ready for painting. As it turns out, Nike is quite the artist as it has effectively branded cityscapes, clothing, sports, celebrities and youth culture all over the globe.
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