This essay addresses lifestyle sport brand PUMA and its recent activist endeavours with respect to 'Africa'. Charting a path different from those of transaction-based philanthropic affairs such as (Product)RED, PUMA, the author suggests, has deployed a transformation-based strategy organized around messages of peace and social justice in which supporters are charged with affecting change themselves in concrete interactions rather than impersonally or from a distance.
Taylor & Francis Group
Copyright 2010 Taylor & Francis.
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