Nike Culture

• Suddenly the Swoosh Is EverywhereJust Metacommunicate ItNike and the Construction of a Celebrity DemocracyReflexivity and IrreverenceAlienation, Hope and TranscendenceDeterminism or Determination?Transcending Difference? Representing Women in Nike′s WorldThere Are Many Paths to Heaven"Just Do It," but Not on "My Planet"

`This book is likely to be useful for a range of undergraduate courses, particularly related to sport or the media. It holds the promise of illustrating some key aspects of social and cultural theory in a familiar, even infamous, context: Nike′ - Sport, Education and Society