Globalization and cultural economy: The roles of sport brands

Abstract

Globalization is often equated with: (a) the convergence of economies through the deregulation and free trade agreements: and (b) their associated influences to society, culture and sport. This paper however highlights a need to take account of how cultural activities of corporations and advertising agencies have changed the nature or globalization. Based on a contextual analysis and interviews with advertising personnel, it suggests the prominent role of Nike and Wieden+Kennedy in re-defining the field of sport and lifestyle and the more subtle role of Asics in both resisting and accommodating the dominant way of representation. Overall, this paper illuminates the con­flicts, negotiations and changes emerging from the context of cultural production in the global sport industry.