$1997,$ p$.19$; and N$.$ Robinson, Nike Just Does it in Dac laste, the Guardian, November $26,1996,$ p$.22.$

Case Discussion Questions

Is Nike wrong to try to leverage its American rebel image to build brand awareness in the global market for soccer footwear and apparel? What are the potential drawbacks of such an approach?

Is Nike's promotional strategy for soccer an example of the ugly American abroad, or is it clever marketing by one of the world's shrewdest promoters?

How might Nike alter its marketing approach to woo soccer players over to the Nike brand without generating the negative reaction it has apparently generated among the soccer establishment?