How Nike Wins In Culture | HUR Reads
By Wim Langedijk for HURS
How Nike Wins In Culture
HUR Reads is our definitive shortlist of the most prominent articles from around the web.
By HURS Team
1
How Nike Won the Cultural Marathon
For Nike’s 50th anniversary, Vanessa Friedman dives into the history of the brand and how the swoosh became a cornerstone of culture. Through the voices of (former) leaders at the brands, athletes and industry insiders, Friedman unpacks the success of Nike and how it’s been able to hold onto it. For many brands, especially those trying to connect with early adopters, success at mass often equates to losing cool factor. But Nike has been able to do both. As Friedman writes: “Forget Niketown. To a certain extent we are all citizens of Nikeland now”.
THE NEW YORK TIMES
In her debut article for The Cut, Sydney Gore unpacks the cottagecore trend. What is cottagecore you might wonder? Popularized during the pandemic, the trend is inspired by a romanticized interpretation of western agricultural life. But the trend comes with its issues. It has been criticized as an inadvertent celebration of the aesthetics of colonialism. Many of those who were at the forefront of the trend looked the same: white and wealthy. But as Gore writes: “Now, a nuanced conversation around the way marginalized communities engage with craft, domesticity and identity has begun.” Gore speaks to a range of experts and founders in the space to unpack life after cottagecore.
THE CUT
Your brain uses about 20 percent of your nutritional energy to function. But what you feed it, has an impact on how you feel and how productive you are. So what can you eat to boost your brain function? Writer Mary Clearly speaks with New York-based nutritionist Rachelle Robinett, who shares the best food, herbs and supplements to naturally improve your productivity and overall brain function.
WALLPAPER
Kristina Karassoulis, Head of Luxury Partnerships at TikTok, has seen the way brands have changed their approach to the platform. More often than not, luxury brands have difficulties with building a successful social media and content strategy. Especially as it’s a step away from the extremely polished and controlled mediums they’re used to. Karassoulis speaks on what has changed in how TikTok is perceived, how luxury brands should approach the platform and the biggest challenges luxury brands face.
GLOSSY
Expert curator, collector and jeweler Jennifer Gibson specializes in decadent costume jewelry with help from high-fashion favorites. Relatively new to the business of vintage, Gibson founded her firm in 2016. Her collection features pieces spanning from the 1880s to the 2000s, with a real focus on the 1950s and onward. You can view her full inventory through her 1stDibs shop. Some of her clients include Nicole Kidman, Anne Hathaway and Elizabeth Hurley. In the interview Gibson shares more about her practice and her favorite pieces.