A major lacuna in Marxist, socialist-feminist, figurational and poststructuralist accounts of leisure forms and practice is the role of the corporation. This is surprising. As Ken Roberts (2004: 21) maintains, over the last one hundred years the corporation has unequivocally become the main leisure provider. Multi-nationals like Nike, Sony, Disney, Apple, Virgin, Calvin Klein, Cisco, Time-Warner, Exxon-Mobil, BP, Thomson, British-American Tobacco, Stella Artois, Ford and General Motors have become pervasive. The synergy between leisure forms and brand culture is so strong that some types of leisure and recreation activity and identity are now constructed around brands. Nike, Volkswagen, Harley, Apple and Corona have become cultural icons that signify particular lifestyle values and attitudes to leisure. These brands do not simply differentiate products, they also ...