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How storytelling is at the heart of the Nike brand A new book on Nike, published by Phaidon, demonstrates the core role that marketing and storytelling play at the sportswear brand, and – as this extract reveals – how the Air Max shoe came to define its future approach 27/01/2021 8:53 am Walk down any city street, and it will only be a matter of minutes – maybe even seconds – before you spot a Nike Swoosh. Over the course of its near 50-year life span the logomark has become a ubiquitous addition to our visual landscape, so easily identified that for half of that time it has stood alone, without supporting typography, to represent the Nike brand. ....