“Logos, websites and PR” don’t matter anymore? So why are students still buying Nike? It’s not because of Nike+ and, in many cases, not even because of NikeID. It’s about subconscious association with urban culture/style and not necessarily the result of the latter two services/branding tools.

As a recent UK graduate, I also have doubts on the desire of students, who are quite apathetic, to participate in brand development. True, a loyal circle of customers can be created this way, but how big is that circle? In my opinion, sponsorship deals are still the most influential tools in creating associations and therefore following, at least in the UK.