Recently spotted on a teenager: a Nike T-shirt sporting the slogan, "There is no finish line." The phrase comes from the headline off a poster seen in the background of one of Nike's earliest "Just Do It" commercials, circa 1991. The poster itself was very popular at the time, functioning as a marketing manifesto celebrating the "mystical experience" of running. Two decades later, the message now displayed on the chest of this young man expresses a view of life embraced by countless others: There is no finish line. It's a lie, of course, the denial of life's race—the good race.
James H. Gilmore is author of The Experience Economy: Updated Edition (Harvard Business Review Press, 2011) and Authenticity: What Consumers Really Want (Harvard Business School Press, 2007), as well as a visiting lecturer in apologetics at Westminster Seminary California.
Issue: "Choosing Grace" Jan./Feb. 2012 Vol. 21 No. 1 Page number(s): 52-53
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