June 29, 2010

What We're Reading: Hua Hsu On Nike & The World Cup

According to Professor Hua Hsu's latest article for The Atlantic, the real dominating force in this year's World Cup is Nike. "If there is a shared affection among the world's footballers," Hsu writes, "one that crosses the moats of faith and national temperament, it is their taste for flashy, oft-ridiculed, at times indescribably tinted boots. The one constant at this year's World Cup, besides the infobuzz of Vuvuzela and, more recently, shoddy refereeing, might be those engrossingly hideous new Nike Mercurials that weigh about as much as an empty soda can."

And below is the clip that Hsu calls "one of the most elaborate and re-watchable commercials in quite some time."



Click here to check out the full article.

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