The new separatist athlete learning center at the University seems to actually be a religious building. The book titled “Who’s Afraid of Niketown?” questions whether Nike is a company, a religion, or a cult. It is worth reading and is available at the University architecture library. The Nike “urban interventions” discussed in the book relate to the Walnut Station arena district speculative development scheme planned for the area just east of the University campus.
The new urbanism the City of Eugene planners promote is actually a Nike urbanism concept centered on the arena, development of parcels surrounding it, and future residents living a branded lifestyle. Big brands such as Nike and Disney are all about theme parks. Gradually, they seek to import the destination mall experience to our neighborhoods and universities.
Disney even built a entire city in Florida. As the temperature rises, it will be interesting to see what University will do to keep the serene reflecting pool around the new UO Temple of Nike from becoming a drunken dorm Duck wading pool. The Nike campus outside Beaverton has a huge man-made lake — but swimming there is not allowed. Going to school in a highly regulated sports theme park may not mix with well with lingering elements of Eugene “Animal House” culture.
[email protected]