BUNHILL: Nike gets a head start on its rivals

Marketing intrudes into every corner of our lives nowadays - but I'd never quite grasped the enormity of its power until a few weeks ago on an excursion with Bunhill the Younger to the park. There I saw a boy, eight years old at most, who'd had his head shaved at the back to leave an island of hair in the shape of the Nike logo. And just when I thought it was safe to go back in the paddling pool ...

The hard sell, then, has become the hair sell and you can just imagine how the conversation went with the barber:

"I want a Nike please, mate."

"Are you sure sir wouldn't prefer a Teletubbie style?"

"Just do it."

Tonsorial troubles aside, what this episode illustrates is how some high- profile companies are shifting customers from the concepts of brand loyalty and brand affinity to an almost emotional allegiance, like that enjoyed by football teams and rock bands such as Oasis. (And would people queue through the night if Nike brought out a new sports shoe? You bet your air-cushioned soles they would).

The companies haven't achieved this, though, by pushing products but by selling an attitude: in signing up "bad boys" such as Ian Wright and Eric Cantona, and getting its logo stuck on everything from Shane Warne's ears to Monica Seles' knickers, Nike appeals to people who want to announce that they'll do their own thing no matter what the world thinks.

Indeed, so potent has the image become that it is sometimes hard to tell whether the star is endorsing the product or the product is endorsing the star. By associating with Nike early in his career, for example, Tiger Woods became a household name before he was a household name.

The main market for the likes of Nike, of course, is youngsters to whom money (somebody else's money) is no object; as we get older so brand consciousness tends to be balanced against budgets. Staples such as Heinz baked beans and Kellogg's corn flakes retain their appeal, but I've yet to see anyone whose shaved head bears the slogan, "I'd forgotten how good it was" - though I'd love to be proved wrong on this.

Back in the big, brash world, meanwhile, the irony of Nike's success is that people should express their individuality by making a corporation very rich. Punk band the Clash coined a phrase for this kind of thing in the late 1970s: turning rebellion into money.

Conkering heroes

IF YOU still doubt the close relationship between business and sport, consider this: the World Conker Championships take place in Northamptonshire on Sunday 12 October, they're sponsored for the fifth year running by Pearl Assurance, thousands will attend, and last year pounds 15,000 was raised for charity. Just to raise the profile of horse-chestnut combat another notch, the organisers of the event are lobbying Tony Blair to make the game an accredited part of the Academy of Sport and so strengthen their campaign to be included in the 2000 Olympics.

So are these proponents of conkers bonkers? Well not really, because the game is a rich source of national pride; it would be since 31 of the last 32 champions have been British and last year's winner was a certain John Bull. It is also fair to say that the sport has evolved because the tournament has a knock-out format in which "the person with his conker intact at the end of the competition shall be declared the winner".

That may not sound like evolution but back in my school days the rules of engagement were much more rough and ready. For instance, if you had won two fights and you took on and beat an opponent who claimed to have won 10 fights, victory was less important than the fact that your horse- chestnut was now a "12-er" - his 10 triumphs added to your two.

I have to confess that most of my school-day colleagues were pretty hopeless at mathematics, but in the field of conkers we achieved a numerical expertise at which Pythagoras or Pascal would have blushed. Our genius was in exponential sequences because it would often only take three fights - against opponents who claimed their conker was a "20-er", a "101-er" or a "500-er" - before you were the proud owner of a "750-er". And so it would go on: if you were then beaten, your opponent might well have passed the 1,000 mark, and if he went on to overcome a "5,333-er" ... well, we've got calculators these days.

Fortunately, the World Conker Championships are much more sophisticated and boast their share of "characters". Among these are Charlie Bray, a gamekeeper (turned conker player) in his mid-70s, and Roger Grundon, who apparently turns up for games dressed as a "conker rastafarian" - festonned with horse-chestnuts from head to toe.

So with idiosyncratic contestants, bare-knuckle fighting and a multi- national field of the world's best conker players - all the ingredients are in place for some high-profile sponsorship. Go on Nike, just do it.

Start your day with The Independent, sign up for daily news emails
News
ebookA unique anthology of reporting and analysis of a crucial period of history
News
people
News
Richard Blair is concerned the trenches are falling into disrepair
newsGeorge Orwell's son wants to save war site that inspired book
Life and Style
Audrey Hepburn with Hubert De Givenchy, whose well-cut black tuxedo is a 'timeless look'
fashionIt may be a paradox, but the industry loves it
Arts and Entertainment
The pair in their heyday in 1967
music
Life and Style
fashionFrom bathing dresses in the twenties to modern bikinis
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Guru Careers: Software Developer / C# Developer

£40-50K: Guru Careers: We are seeking an experienced Software / C# Developer w...

Neil Pavier: Management Accountant

£45,000 - £55,000: Neil Pavier: Are you looking for your next opportunity for ...

Sheridan Maine: Commercial Accountant

£45,000 - £55,000: Sheridan Maine: Are you a newly qualified ACA/ACCA/ACMA qua...

Laura Norton: Project Accountant

£50,000 - £60,000: Laura Norton: Are you looking for an opportunity within a w...

Day In a Page

Abuse - and the hell that came afterwards

Abuse - and the hell that follows

James Rhodes on the extraordinary legal battle to publish his memoir
Why we need a 'tranquility map' of England, according to campaigners

It's oh so quiet!

The case for a 'tranquility map' of England
'Timeless fashion': It may be a paradox, but the industry loves it

'Timeless fashion'

It may be a paradox, but the industry loves it
If the West needs a bridge to the 'moderates' inside Isis, maybe we could have done with Osama bin Laden staying alive after all

Could have done with Osama bin Laden staying alive?

Robert Fisk on the Fountainheads of World Evil in 2011 - and 2015
New exhibition celebrates the evolution of swimwear

Evolution of swimwear

From bathing dresses in the twenties to modern bikinis
Sun, sex and an anthropological study: One British academic's summer of hell in Magaluf

Sun, sex and an anthropological study

One academic’s summer of hell in Magaluf
From Shakespeare to Rising Damp... to Vicious

Frances de la Tour's 50-year triumph

'Rising Damp' brought De la Tour such recognition that she could be forgiven if she'd never been able to move on. But at 70, she continues to flourish - and to beguile
'That Whitsun, I was late getting away...'

Ian McMillan on the Whitsun Weddings

This weekend is Whitsun, and while the festival may no longer resonate, Larkin's best-loved poem, lives on - along with the train journey at the heart of it
Kathryn Williams explores the works and influences of Sylvia Plath in a new light

Songs from the bell jar

Kathryn Williams explores the works and influences of Sylvia Plath
How one man's day in high heels showed him that Cannes must change its 'no flats' policy

One man's day in high heels

...showed him that Cannes must change its 'flats' policy
Is a quiet crusade to reform executive pay bearing fruit?

Is a quiet crusade to reform executive pay bearing fruit?

Dominic Rossi of Fidelity says his pressure on business to control rewards is working. But why aren’t other fund managers helping?
The King David Hotel gives precious work to Palestinians - unless peace talks are on

King David Hotel: Palestinians not included

The King David is special to Jerusalem. Nick Kochan checked in and discovered it has some special arrangements, too
More people moving from Australia to New Zealand than in the other direction for first time in 24 years

End of the Aussie brain drain

More people moving from Australia to New Zealand than in the other direction for first time in 24 years
Meditation is touted as a cure for mental instability but can it actually be bad for you?

Can meditation be bad for you?

Researching a mass murder, Dr Miguel Farias discovered that, far from bringing inner peace, meditation can leave devotees in pieces
Eurovision 2015: Australians will be cheering on their first-ever entrant this Saturday

Australia's first-ever Eurovision entrant

Australia, a nation of kitsch-worshippers, has always loved the Eurovision Song Contest. Maggie Alderson says it'll fit in fine