Nike's Hunt for Cool
Submitted by Diane Farsetta on
Big brands often rely on "coolhunters" to "scour the globe's streets, stores, clubs and hidden haunts picking up clues as to what's hot, what's next. ... At Nike, the drive to recruit under-the-radar influencers like [Los Angeles tattoo artist] Mr. Cartoon is on the rise and a key part of the company's strategy." Nike CEO Mark Parker "has moved to aggressively link Nike with those who can help maintain the company's standing among what he calls the 'influencers of influencers'. ... In addition to Mr.