Monthly Archives: December 2015

The Rose That Grew From Madison Avenue: Adidas, Powerade and the Marketing of Derrick Rose

…late-capitalist economic practices…led to deindustrialization and the decline of black urban communities in the post-World War II United States [and] also produced the black basketball star as a commodity and an object of desire for mass consumption…  (Gitanja Maharaj:1997, 98). The Coca-Cola owned sports drink brand Powerade’s 2015 advertising campaign centers around the duel taglines […]

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