> What did Nike do right? Luck and paying the right celebrities for endorsements? Also using sweatshops in the global south to extract superprofits [1]? More

> What did Nike do right? Luck and paying the right celebrities for endorsements? Also using sweatshops in the global south to extract superprofits [1]? More and more I'm starting see branding as a way for big companies to slowly condition people to relate emotionally to some spectacle [2] (e.g. an exciting celebrity spokesperson in an advert), distracting them from an often exploitative and unsustainable production process. How many people know about Rana Plaza? [3] It's exciting to see new initiatives like 'Fixing Fashion' though (Alicia Minnaard and Dave Hakkens)[4]. [1] https://anticonquista.com/2019/06/29/revolutionary-reads-review-the-wealth-of-some-nations-by-zak-cope/ https://anticonquista.com/2019/06/29/revolutionary-reads-rev... [2] https://en.wikipedia.org/wiki/The_Society_of_the_Spectacle https://en.wikipedia.org/wiki/The_Society_of_the_Spectacle [3] https://youtu.be/OaGp5_Sfbss?t=31 https://youtu.be/OaGp5_Sfbss?t=31 [4] https://www.dazeddigital.com/fashion/article/52553/1/fixing-fashion-the-new-platform-teaching-you-how-to-repair-your-clothes https://www.dazeddigital.com/fashion/article/52553/1/fixing-... - short intro: https://www.youtube.com/watch?v=buWRaffBdNM https://www.youtube.com/watch?v=buWRaffBdNM