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In her book "No Logo", Klein poses the question 'If brands are not products but ideas, attitudes, values and experiences, why can't they be culture too?' and it seems that Nike shares this query. Rather, it seemed Nike shared this query about two decades ago and has since proceeded to transcend the emblazoning of shoes and tracksuits with swooshes as their key form of marketing to seeing the world as a blank Nike canvas, ready for painting. As it turns out, Nike is quite the artist as it has effectively branded cityscapes, clothing, sports, celebrities and youth culture all over the globe. No longer is Nike's raison d'être the product itself, instead, as Klein suggests, the brand has expanded to become the image of Nike, the attitude of Nike the essence of Nike.
It seems as though Nike will stop at nothing along what appears to be its path to world domination and the degree and effect of their global brainwashing leaves little room for any opposition from organisations like Nikewatch.
Unfortunately, it seems as though Nikewatch is fighting an uphill battle, as its attempts to reclaim space in order to critique Nike don't appear to be too effective. This point notwithstanding, one cannot overlook the fact that Nikewatch is a much newer organisation than Nike and by no means has the same amount money to fund its cause. This, I feel, is the crux of the matter as money is the key to creating awareness as it would allow Nikewatch to reach people on a large scale and thus increase the chances of reclaiming or at least impinging on Nike's space.
In order for Nikewatch to be a true threat, they need to follow a process of expansion similar to Nike's so as to reach the same audience and 'co-branding' is the most likely to be effective as it mirrors one of Nike's tactics and the use of high-profile celebrities attracts people to a cause and makes it more memorable. As Klein states, '…the big brands know that profits from logowear do not flow from the purchase of the garment but also from people seeing your logo on "the right people".'
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