Having plastered the world with a corporate icon rivaled perhaps only by Coca-Cola's cursive, Nike is trying desperately to tone it down, hide it, possibly even lose it. By Nike's own research, the swoosh brand is recognized by 97 percent of Americans, and every man, woman and child in the United States spends an average of $20 a year on the company's products.īut be careful what you wish for: the swoosh, never more ubiquitous, is in turnaround. Now his company slogans are uttered by presidents and schoolchildren the world over. He spoke then in a language understood only by people who could run a mile in less than five minutes. He has believed this ever since he started peddling waffle-soled running shoes out of his car trunk more than 30 years ago. Sports are the heart of American culture, says Philip H. Simpson, the last athlete any company in the world wants to endorse its product, recently seen wearing a Nike cap. ![]() Benjamin Walker, a victim of the Springfield, Ore., school shooting in May, was so heavily swooshed in T-shirt and cap in the photo released by authorities that media outlets felt compelled to crop him to a tight facial mug. Just before 39 members of the Heaven's Gate cult swallowed a suicide brew last year, they laced up their new black Nikes for a post-mortem chase of a spaceship they believed was trailing the Hale-Bopp comet. For some time now, the Nike swoosh has been showing up in the oddest of places, dropped like an inadvertent product plug amid the news of the day.
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