"… here's the thing about Nike that rarely gets acknowledged: the company doesn't sell shoes, or even athletes, as much as it buys and sells stories, narratives, fairy tales. They aren't a shoe company as much as they're a giant abstraction–a condition of the mind." — Matthew Futterman, "The Big Business of Fairy Tales," Wall Street Journal, Feb. 15, 2013.
Fairy tale business
Roland Klose 