{"id":4995,"date":"2026-01-20T17:52:00","date_gmt":"2026-01-20T17:52:00","guid":{"rendered":"https:\/\/sites.manchester.ac.uk\/global-social-challenges\/?p=4995"},"modified":"2026-01-20T17:55:25","modified_gmt":"2026-01-20T17:55:25","slug":"nikes-narcissism-these-corporations-only-care-for-themselves","status":"publish","type":"post","link":"https:\/\/sites.manchester.ac.uk\/global-social-challenges\/2026\/01\/20\/nikes-narcissism-these-corporations-only-care-for-themselves\/","title":{"rendered":"Nikes Narcissism: These Corporations Only Care for Themselves!"},"content":{"rendered":"

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Article by\u00a0Beau Gallagher-Marr<\/p>\n

Photo by Christian on Unsplash<\/a><\/p>\n

How is it fair companies make so much profit? How is it fair CEOs and celebrities make millions off the brand? Yet, the people who create the products we wear live in so much despair. It\u2019s not, its narcissistic.<\/p>\n

Nike, founded in 1964, specialises in sportswear and is a multibillion-dollar company primarily owned by Phil Knight. Nike promotes its trainers through sport celebrities like Michael Jordan and continuously makes millions of dollars off their campaigns. Despite this, Nike still fails to pay a living wage to its employees in countries such as Cambodia and Indonesia. In Jim Keady\u2019s documentary \u2018Behind the Swoosh\u2019, he exposes Nike and Knights complicity in the constant labour abuses of its workers. He lived with workers from the sweatshops on the same two-dollar wage they experienced and it was unliveable. He continuously tried to question Nike which refused to discuss his claims (TeamSweat, 2011)<\/a>[1]<\/a>.<\/p>\n

Nike hires thousands of workers in Southeast Asia to create the sportwear which the company profits millions off. The workers who create the sportswear in unsafe factories are paid approximately two dollars per day, below minimum wage in Indonesia. The workers that assure the quality and brand reputation are responsible for a large part of the manufacturing process and are paid so little they can barely survive. Whilst those at the top of the Nike hierarchy do more than just survive, they thrive off the low labour costs associated with the company. During the Covid-19 pandemic, many Asian Nike workers were not paid for their work which led to human rights organisations exposing their alleged scandals. (Bryan and Telling, 2023)<\/a>[2]<\/a>. Nike knowingly decides to offshore its labour to maximise profit levels whilst attempting to distract its customer base to retain the brands image.<\/p>\n

The lack of empathy the owners of Nike have for its workers lends itself to Bakan (2004)<\/a>[3]<\/a> who compares corporations to the personality of a psychopath which Psychologist Dr Hare analysed. This concluded the corporation, as a character, is psychopathic due to its lack of concern for others, manipulative behaviour, and its deceitful demeanour. Corporations as social institutions are money hungry beings which will stop at nothing to satisfy its hunger of profits. Alongside the terrible pay workers receive for helping to build Nikes brand, their working conditions do not make up for it. As seen in the \u2018Behind the Swoosh\u2019 documentary they work in cramp unregulated sweatshops which are unsafe and uncomfortable.<\/p>\n

The ultimate cover up for corporations lack of corporate social responsibility comes with its positive actions and strategic marketing used to distract stakeholders. Collaborations with the next biggest celebrities to attract sales and create customer buzz combined with sustainability efforts, hides the immoral and unethical actions that corporations commit daily. Thus, allowing Nikes $51.5 Billion dollar revenue in 2024 to prevail (Nike, 2024)[4]<\/u><\/sup>.<\/a> Nikes 2025 target of eighty percent recycling of its products tries to push net zero (Nike.com, 2023)[5]<\/u><\/sup><\/a> with recycled shoes initiatives creating a positive brand image pushed through its marketing. However, this is a disguise for the heinous crimes Nike commits increasing poverty and inequality.<\/p>\n

So, as readers, what can you do about this? I believe the blame belongs purely to Nike for the human rights abuses across Asia. Despite this, together, we can seek alternatives to Nike as it is not worth contributing to the billions of dollars the company makes per year. Whilst the workers are missing out on the millions they should be owed. Education is the main way we can help tackle large corporations like Nike and encourage real change globally to allow for ethical business practices to be made the norm. The power of social media can help spread the word and fight against injustices. Everyone deserves a fair wage for their work and to live a long healthy life. It is vital we seek alternatives to set a global standard of human rights; we will not settle for this.<\/p>\n

Overall as a company, Nike is psychopathic and narcissistic which impacts thousands of lives on the daily. Bakan (2004)\u2019s psychological study of companies being apathetic, manipulative, competitive and overall psychopathic clearly applies to Nike. Corporations like Nike drive profits up and costs down with little care for its workers, all to compete against competitors through its lower prices and high net profits. Alongside this, Nikes positive marketing disguises the brand and protects itself from the severe backlash. This is not fair!<\/p>\n

[1]<\/a>https:\/\/www.bing.com\/videos\/riverview\/relatedvideo?q=sweatshop+nike+documentary&&mid=9C23533964C31B28149E9C23533964C31B28149E&FORM=VAMGZC<\/a><\/p>\n

[2]<\/a> https:\/\/www.ft.com\/content\/9ab3e4c4-6c96-4911-997b-88a0b099c2ef<\/a><\/p>\n

[3]<\/a>https:\/\/www.librarysearch.manchester.ac.uk\/permalink\/44MAN_INST\/bofker\/alma9929855202629016<\/a> 31.<\/p>\n

[4]<\/a> https:\/\/investors.nike.com\/investors\/news-events-and-reports\/investor-news\/investor-news-details\/2024\/NIKE-Inc.-Reports-Fiscal-2024-Fourth-Quarter-and-Full-Year-Results\/default.aspx<\/a><\/p>\n

[5]<\/a> https:\/\/www.nike.com\/sustainability\/?msockid=3c1183e67d04667f2fdb90147cbf67c4<\/a><\/p>\n

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