Nike Sportwear: Investing More in Performance Activism Than Their Workforce

Reflexive modernity allows corporations to sell meaning through advertising; the consumer is sold a representation of individual identity within the confines of their brand (Mukherjee and Banet-Weiser 2012). By shifting funding from manufacturing to marketing, companies use branding to lead customers to believe they are buying something of greater significance than the physical product itself (Klein 2008).