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THE POWER OF THE PURSE: HOW SMART BUSINESSES ARE ADAPTING TO THE WORLD'S MOST IMPORTANT CONSUMERS—WOMEN by Fara Warner

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Chapter 6. Finding the Goddess: Nike's Marathon to Reach Women

To attract more women to the famously macho brand, Nike broadened its description of “sport” to include everything from yoga to dance. It also worked to rid itself of gender stereotypes about men, women, and fitness to redesign clothing and shoes and the way it sold them.

In April 2002, on a typically cloudy day in Beaverton, Oregon, a group of Nike executives gathered in a meeting room in the Tiger Woods Building to take part in a two-day conference designed to help them rethink gender.

Several questions were up for discussion. Was what they believed about gender driven by true biological differences? Or were they looking at gender through societal norms? Could observing other creatures—animals, ...

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