Sports In Today's Athletic Culture

Improved Essays
Sports hold great significance in today’s society. They are deeply embedded in global traditions and institutions. The symbolic nature of sports is evident through our society, with active and sports wear an integrated and symbolic part of today’s athletic culture. Nike, and it’s iconic swoosh has integrated itself into sport culture, rated Forbes Most Valuable Sports Brand. A brand worth an estimated $15, 000, 000, 000. They are the face of sports apparel and the athletic shoe industry. Nike’s name is arguably the most important part of their company. With effective branding providing them a competitive edge in an increasingly competitive market. Forbes Magazine stated that; “Products have life cycles. Brands outlive products.” Building

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