With labour costs dropping and retail prices rising, Nike are raking in the evergrowing profits. Freed from the chains of production, the company has newfound time and money to focus on 'brand image', and less on the needs of their workers, ensuring that Air Maxs are the only shoes we consider buying. Competing brand, Adidas quickly took a leaf out of the Nike's book in 1993, turning over its operation to former executive at advertising giant Saatchi and Saatchi, who promptly shut down company-owned factories and moved to contracting-out in Asia.
"Nike, Adidas, Puma and Umbro were among the firms examined in a drive to crack down on sweatshop labour, called 'Play Fair at the Olympics'. Sports manufacturers broadly welcomed the Play Fair campaign and said they were working towards improving and safeguarding conditions for workers. Nike said it welcomed the report and was working with independent groups to improve working conditions. Adidas said it already had a code of conduct in place which requires its suppliers to comply with core labour standards."[3]
