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Buy Complete Document: AbstractAbstract Full Text Full Text
A curse on all brands; The Blackspot sneaker is determined to give global giants Nike a kicking.
[1 Edition]
The Herald - Glasgow (UK)
Author: Cunningham, Jennifer
Date: Sep 29, 2004
Start Page: 13
Abstract (Document Summary)

The black spot, the mysterious but certain agent of death, used to dramatic effect by Robert Louis Stevenson in Treasure Island, had a lasting effect on the imagination of Kalle Lasn, founder of Adbusters 14 years ago. Recognising that in restricting himself to campaigning he is increasingly in danger of preaching to the converted, he is now manufacturing Blackspot sneakers, the caring consumer's answer to the global branding and manufacturing which depends on low wages, and it's personal. He is targeting Phil Knight, head of Nike.

Lasn already has a rival. No Sweat sneakers are also canvas shoes manufactured to Fair Trade standards. Adam Neiman, president and co- founder of No Sweat Apparel in Massachusetts, was already manufacturing leisure clothing with a guarantee that it was "100% union-made". He was intrigued by Lasn's plan to produce trainers to shame Nike and saw an opportunity to join the subscribers to Adbusters magazine with the supporters of workers' rights who bought his clothes. He offered his production expertise in exchange for Lasn's promotional skills.

Lasn preferred to go it alone. The result is that No Sweat and Blackspot shoes are now in direct competition for the sizeable market of people who favoured Converse trainers until they were taken over by Nike.

Buy Complete Document: AbstractAbstract Full Text Full Text

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