A wall of orange shoeboxes looms over the bedroom of my youth. Not only are these swoosh-adorned boxes literally stacked across the top of my closet, but they also act as the premier stand-in for how I conceptualize the consumer culture of my earlier years.
I was Nike-obsessed. The Beaverton behemoth was the indisputable epicenter of my zeitgeist. Mind you, these were the Mark Parker as CEO glory days. Parker, who joined Nike in 1979, served as CEO from 2006 to 2020.
Let’s look at 2012; for instance, LeBron James led the Miami Heat to a championship and was named the MVP of the finals and regular season. Mike
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