The way in which we now come to experience sport in popular culture, is far removed from how we may value sporting practice and individual sporting achievement. Sport is now presented to us in the image created by giant globalised companies.

Giant sports brands have turned the notion of sporting activity in popular culture into another consumer fantasy. They regard sport as a commodity and use aggressive marketing techniques that make powerful associations with fashion, music and visual culture. Our relationship to sport as a society becomes confused, less to do with competition in the sporting arena but viewed as a means of manufacturing a desirable glamour in the high street.

4 sept - 4 oct 2000
Jonathan Wilkinson
showroom box office
karen sherwood @ exhibit; tel 0114 279 6511