These adds for Nike are perfect examples for when Naomi Klein talks about 'Nike and the Branding of Sports' and step number 1: Create Sport Celebrities. This is a shoe company that is determined to unseat pro sports, the Olympics and even star athletes, to become the very definition of sports itself. Through adds such as those listed below Nike convey the idea of sports, as opposed to simply representing the best of the athlete's own team sport.
In the add with NFL superstar Ray Rice the add is focused more on his personal struggles of life and how his sport has made him succeed in life and overcome his problems in a positive way - yet it hardly ever shows the actual product Nike sells. The same goes for the add with the NHL hockey player P.K. Subban who talks about the difference of becoming one of the best hockey players and just ok is the difference of how much pain you can take to keep going - hence he talks about a form of lifestyle. Through adds like this viewers become motivated and inspired by these celebrities and we I believe build this unconscious positive connection to Nike.
http://www.funkfactoryfilms.com/2010/12/nike-pk-subban/
remember to embed the videos and not just link to them!
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