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
You are permitted and encouraged to reproduce and distribute this material in any format provided that you do not alter the wording in any way, you do not charge a fee beyond the cost of reproduction, and you do not make more than 500 physical copies. We do not allow reposting an article in its entirety on the Internet. We request that you link to this article from your website. Any exceptions to the above must be explicitly approved by Modern Reformation (email@example.com).
Please include the following statement on any distributed copy: This article originally appeared in the [insert current issue date] edition of Modern Reformation and is reprinted with permission. For more information about Modern Reformation, visit www.modernreformation.org or call (800) 890-7556. All rights reserved.