Spike Lee, Nike, and Corporate ActivismBy E. James West, 2018
"...Nike unveiled a new advertising campaign to commemorate the thirtieth anniversary of its “Just Do It” motto, a slogan that still ranks as one of the most famous in advertising history. Writing for Newsweek in 1998, Jolie Soloman contended that the slogan, coupled with Nike’s partnership with iconic African American athletes such as Michael Jordan, enabled the company to perform “the deftest of marketing tricks: to be both anti-establishment and mass market”...By centering the quarterback in its advertising, Nike can be seen to have expanded its “mythic tradition of appearing countercultural, rebellious and anti-establishment,” even as its own corporate practices belie such progressive signal-calling."