Speaker
Description
Nike as a transnational sport corporation has powerful capability to shape local sports culture deeply. For instance, Nike corporation constructed the sporting discourses and promotional strategy of Taiwan’s feminized sports culture in recent twenty years. As a result, Nike’s promotional strategy turned more and more girls and women into sports consumers and lovers. Therefore, the aim of this research is to investigate “Nike Women: promotional strategy of Taiwan’s feminized sports culture”. In order to get this point, this study interviewed 10 cultural intermediaries (including project manager of Nike Women, female fitness trainer, event planner of Nike Women's Half Marathon, event planner of Nike+ Run Club & Nike Training Club App and manager of Nike sales channel) of Nike corporation. In addition, this study used “the circuit of culture” (representation, identity, production, consumption and regulation as a circuit of culture) as conceptual framework. Findings reveal that Nike cultural intermediaries built different kinds of feminized promotional strategies included sporting image and discourse of Taiwan’s female athletes, event planning, sporting training and sales channel with local taste and connection to introduce numerous female sporting lovers into the social space of sport culture practice, even if each link of Nike Women is related to the guidance of consumer goods and the goal of making profits.
