Suddenly the Swoosh is Everywhere -- Nike's Global Landscape -- Logomania -- The Great American Philosophy: "Just Do It" -- Just Metacommunicate It -- Appropriation -- Tone of Voice: Metacommunication and Subtext -- Hailing Sports Cultures -- Advertising and the Knowing Wink -- Exposing Commercialism? -- Nike and the Construction of a Celebrity Democracy -- The Ambivalence of Hero Worship -- The Multiple Personalities of Nike -- The Community of Sport and Play -- Transcendence in the Human Community -- Reflexivity and Irreverence -- Constructing Irreverence and Sign Value -- The Absence of the Commodity -- Media-Referential Irreverence -- The Politics of Irreverence -- In Your Face Cynicism -- Irreverence Feeding Cynicism -- You Suck! -- Alienation, Hope and Transcendence: Determinism or Determination? -- Poverty, Hope, and Transcendence -- The "Work" Ethic: Cultural Capital Made the Old-Fashioned Way -- Appropriating African American Culture -- Hyperauthenticity and "Street" Vernacular -- The Shadows of Race and Class -- Signifiers of Alienation and Humanity -- Transcending Difference? Representing Women in Nike's World -- Gender Difference in Nike ads -- Reacting Against the Male Gaze -- Hailing a New Market in a Different Voice -- Constructing Female Celebrity Athletes -- The New Woman in the New Capitalist World Order -- There are Many Paths to Heaven -- Spitituality a la Carte -- Suffering to Win -- Re-Enchanting a Disenchanted World -- "Just Do It," but not on My Planet -- From Cultural Icon to Symbolic Capital.