A book on Nike's urban marketing strategies and how they are changing cities. "Who's Afraid of Niketown?" reveals the ways in which Nike is transforming urban space into a new Branded City. In his persuasive analysis, Friedrich von Borries elucidates this phenomenon with surprising concreteness. He proceeds not just analytically, but also embarks on speculative excursions into the future that make his detailed analysis of contemporary marketing strategies even more powerful.