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How Did Nike Get The Swoosh Into Skateboarding? A Study Of Authenticity And Nike Sb, Brandon Gomez
How Did Nike Get The Swoosh Into Skateboarding? A Study Of Authenticity And Nike Sb, Brandon Gomez
Media Studies - Theses
Skateboarding is widely regarded as a subculture that is highly resistant to any type of integration or co-option from large, mainstream companies. In 2002 Nike entered the skateboarding market with its Nike SB line of shoes, and since 2004 has experienced tremendous success within the skateboarding culture. During its early years Nike experienced a great deal of backlash from the skateboarding community, but has recently gained wider acceptance as a legitimate company within this culture. The purpose of this study is to examine the specific aspects of authenticity Nike was able achieve in order to successfully integrate into skateboarding. In …
An Examination Of Star Players' Effects On The Branding Process Of Professional Sports Teams, Nathan David Pifer
An Examination Of Star Players' Effects On The Branding Process Of Professional Sports Teams, Nathan David Pifer
Theses, Dissertations and Capstones
Although various models and real-life examples seem to convey its presence, the relationship between star players and the branding process of professional sports teams is one that remains rather vague and unquantified. Though numerous examples seem to suggest that star players are capable of exerting an effect on a team’s brand, more thorough analysis is required in order to decipher which areas of a brand’s development are more or less affected by these marquee athletes. Taking responses from survey questionnaires containing 40 items pertinent to the topic, this study deployed Exploratory Factor Analysis (EFA) to uncover six underlying factors that …