Sports consumerism

Technology

It's not just the shoes technology there are added technology that come with the shoes that are dominating sport's stores Adidas have now developed the Mi coach which is a chip that measures your performance whilst you wear the Adidas products, Nike have done the same with Nike plus measuring distances and performance. www.Adidas.co.uk www.nike.com

This shows we live in a post modern society and shows that we live in a technological culture using technology whilst conducting physical activity, these new products are storming the sporting markets with millions of these chips being sold worldwide.

These are some videos showing and promoting the latest technologies that both brands have released, both products are extremely inviting to the user, the brands have created a extremely capable products that have dominated the sporting market for both running and football.



What is this creating?


Capitalism a system created for economic growth and well being.

An economic and political system in which a country's trade and industry are controlled by private owners for profit.

Both companies are huge in Europe and the America, where capitalism is the way of life especially in the United States and western Europe showing that the companies are dominant in capitalist markets.

This proves both companies are perform well in capitalist markets and that both companies support capitalism.

Both companies would be acting against Karl Marx's theory and ideology, Both Adidas and Nike are supporting capitalist markets, whilst Karl Marx supports the political system communism he did not believe in social class differences. Recently Nike have been found to be producing their products in third world countries an example of this is Taiwan where sweatshops are located and that child labor is acceptable this would go against Karl Marx's theory of boosting profits for the rich (bourgeoisie) and paying minimum wage for the poor (proletariat)


http://nenaworld.wordpress.com/category/capitalism-sucks/

http://capitalismisover.com/nike-faces-new-worker-abuse-claims-in-indonesia/


Although Nike and Adidas are making these large profits their making unethical decisions proving that we are sucker consumers.