From Nike Culture: The Sign of the Swoosh ROBERT GOLDMAN and STEPHEN PAPSON
-The "core dilemma" that Goldman and Papson outline in Nike Culture is between:

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Throughout the book, Goldman and Papson explore how Nike's brand messaging and advertising often emphasize individualism, such as "Just Do It," while also trying to build a sense of community through their sponsored events and efforts towards social responsibility. This creates a tension between the emphasis on personal success and achievement and the desire to be a part of something larger than oneself.

From Nike Culture: the Sign of the Swoosh ROBERT GOLDMAN