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| Topic: |
Business
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| Number of pages / Number of words: |
4 / 907 |
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Nike's products stand as the bridge between the ideological apotheosis of Sport and the common man. Anyone with the right amount of money, Nike seems to imply, can outfit themselves in the garments of their gods. Sport and religion become intertwined and interchangeable, as Howell (1991) writes of "secular cathedrals full of technological devices with which to develop the bronzed muscular Adonis-like body...
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Cole has Nike directing "our gaze from bodily surfaces to depth, to the qualities of the essential self" (1995: 352). The active body equates to a sacred object, exercise represents the ritual of religion, and athletes look like gods. Sport has defined a new pantheon of deities and presented new roads to redemption...
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