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#1 28-07-2021 11:12:50

upamfva
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Can Nike shoes keep its cool?

Can Nike shoes keep its cool?



As a child growing up in the Democratic Republic of Congo, Gloire Ndongala didn’t know much about the wider world, with one exception: he adored US basketball star Michael Jordan. “Think about it, in the Congo we had hardly any technology back then, and we still heard of Michael Jordan,” Ndongala says.Get more news about best mens air jordan shoes,you can vist ajsize.com!

The Chicago Bulls legend’s accomplishments on the court were transcendent but his style was accessible, thanks to the flashy Nike shoes, named for him, which he wore while making gravity-defying dunks.

To Ndongala, now a 32-year-old author, owning a pair of Jordans was more than just a way to emulate his favourite hoops player. When he eventually immigrated to the US, they became a cultural talisman that helped him connect with Americans. “It doesn’t matter if you’re black or white, because if you are wearing Jordans, there’s a commonality between you,” he says.

In 2010, Ndongala settled in Cut Bank, Montana, population 2,900. The brutal winters made him question his choice. “I had been thinking, ‘What am I doing in this town? There are hardly any African Americans out there,’” he says. But that year, Ndongala discovered Norman’s Sport & Western, a local store that sold an impressive selection of Jordan shoes: “When I found Norman’s, it was like, ‘Oh my goodness, I’m home.’”
    Please use the sharing tools found via the share button at the top or side of articles. Places like Norman’s are more than just sporting-goods stores. They were part of Nike’s earliest retail network, staking a physical foothold for the company when it was just beginning as a shoe distributor. “We supported Nike and Jordan when they weren’t even that cool,” says Teri Bickford, manager of Norman’s, which has now carried products with the iconic “swoosh” logo for more than 40 years. Today her shop is an outpost of the Nike brand in a community far from flagship stores or even the nearest large mall-based chain, 110 miles away.

But by the time Ndongala discovered Norman’s, mom-and-pop stores had been eclipsed as the driver of Nike sales by international chains and ecommerce. Instead of simply competing against other sports brands such as Adidas or Under Armour on the shelves at Foot Locker, Nike faced new rivals, including Lululemon, a yoga-pants specialist with its own store network, and, later, digital-first brands such as Outdoor Voices. Consumers no longer had to go to the mall to browse the latest gear.

“Our world is changing,” wrote then chief executive Mark Parker in Nike’s annual report in 2008. “The digital age is fuelling change at its fastest rate in history. Power is in the hands of consumers. They have near infinite choices and unlimited access to those choices . . . To be relevant, to be accepted, a company must bring its authentic self to market.”

As the digital landscape has continued to change at pace over the past decade, so too has the manner in which Nike has presented its “authentic self”. Synonymous with the “Just Do It” advertising campaign that began in 1988 (the first commercial told the story of Walt Stack, an 80-year-old who ran 17 miles each morning), Nike has always been a brand that stands for sport as self-empowerment. But it has also been quick to embrace growing movements for social justice, using its clout to signal support for causes such as the inclusion of girls in sport and the fight against HIV/Aids.

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#3 02-06-2022 10:52:30

vaporum
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Re : Can Nike shoes keep its cool?

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