control of so much of their lives, but couldn't see how they might
take some power back. We decided to launch the counterattack. The
result is the world's first global anti-brand: Blackspot Shoes. Made from
organic, vegetarian, and recycled materials in a Portuguese union shop,
everything about Blackspots, from their red toe tips and hand-drawn
anti-logos to their renegade billboards and TV ads, is designed to do one
thing: kick megacorporate ass. We're going to cut into Nike's market
share, unswoosh their tired old swoosh and give birth to a new kind of
cool in the sneaker industry.
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