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One Day, One Goal? Puma, Corporate Philanthropy and the Cultural Politics of Brand 'Africa'

by Michael D. Giardina

Dec 16, 2010

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.