Swooshed: How Nike and the City of New York could potentially change the landscape of city branding through apparel licensing agreements
本文分析纽约市与耐克2019年授权协议的文化基础与非财务影响，为城市管理者评估类似合作提供思考框架。
Abstract Cities across the United States are increasingly implementing branding into their strategic plans. Several municipalities are finding creative ways to do so, paced by New York City's 2019 licensing agreement with sportswear giant, Nike. The city (via NYC & Company) and Nike entered into a 2‐year agreement that is claimed by Nike as the first known partnership of its kind. The contract allows the sportswear company to produce footwear and apparel with nearly all the city's likenesses, with product release subject to the city's approval. Buoyed by an analysis of relevant public and place branding literatures, this Viewpoint analyzes the cultural ties that serve as the foundation of the relationship between the two entities and the potential impact of non‐financial elements to consider within the agreement. The article offers questions that practitioners should ponder when deciding to enter licensing agreements when opportunities become available.