Date of Award

4-17-2017

Document Type

Research Paper

Department

Whittier Scholars Program

First Advisor

Anne Cong-Huyen

Abstract

This project first focused on Nike’s plan to use technology to enhance the athletic apparel industry but the more research I gathered, the more I recognized there was a deeper meaning to the evolution of this brand. For the sake of this project I decided to focus on NikeWomen and how Trevor Edwards, the only black male of the board of executives and current Nike brand president, may or may not have something to do with 10 the expansion of diversity and inclusion amongst the corporation and 20 researching a new record of $50 billion by 2020 with the usage of non traditional marketing. Also, how colorism, the appropriation of female bodies, and millennial technological influence connect wit the two main points. Moreover, I’ve decided to dig deeper into how women play a pivotal role in the growth of Nike, especially women of color and how Nike may or may not be intentionally capitalizing off the trillions of dollars the black community spends on athletics.

Comments

WSP Major: Critical Studies in Media Marketing

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