Real activists responded, jamming the jam on the jammers. Here's one answer. Nike has begun to trade on public cynicism. Decades of marketing have attuned us to watch advertising for signs of any shift in what is and isn't cool. Today, this trend consciousness pervades every element of culture.
Culture jamming can do serious damage to a corporation's brand.
It can also, as Nike is proving, become a marketing hall of mirrors. They were counting on it. And now they're back in the spotlight, this time on their terms. What Phil Knight forgets is that culture jamming isn't some kind of postmodern art project. It's a form of sharp public criticism and direct action.