Home > Development Management > One day, one goal? PUMA, corporate philanthropy and the cultural politics of brand 'Africa'

One day, one goal? PUMA, corporate philanthropy and the cultural politics of brand 'Africa'

1 January 1970
Academic / Journal Article
Publisher : Taylor & Francis

18753

This article analyzes PUMA's "One Day, One Goal " campaign, critically examining how it aligns corporate philanthropy with brand-building initiatives in Africa. Giardina critiques the underlying cultural politics of the campaign, exploring how sports and charitable branded events construct a specific narrative about ‘Africa'. The piece further examines the complex intersection of marketing strategies, corporate activism, and corporate social responsibility (CSR) in shaping perceptions and engaging with global development issues.

Author(s) :

MD Giardina

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Key topics

Corporate social responsibility, Environmental Sustainability and Climate Action

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Ethical Governance, Accountability, and Compliance

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