"Swoosh! Inside Nike" will premiere on CNBC on Tuesday, February 12th at 10PM and 1AM ET, pre-empting "The Big Idea With Donny Deutsch." The show repeats on Monday, February 18th at 9PM/12AM ET and Sunday, February 24th at 10PM ET.
Nike dominates the sporting apparel world through constant innovation, breakthrough advertising and sheer grit. In this one-hour CNBC special, "Swoosh! Inside Nike," CNBC takes an exclusive behind-the-scenes look at how Nike designs, manufactures and markets its sneakers. Michael Jordan, Tiger Woods, LeBron James and other superstar/endorsers explain how they helped Nike establish its brand; the man behind Nike's most famous commercials reveals how founder Phil Knight came to stop hating advertising; and fanatic "sneakerheads" describe how Nike seduces them with its "hot kicks." CNBC also travels to Vietnam to examine the current state of labor conditions that gave it so much trouble in the '90s. And, in a rare interview, Phil Knight gives his version of how Nike has transcended sport to embody its customers aspirations.
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