Nike's Equality

Working at the idea that Nike uses this campaign in order to facilitate a connection between themselves and their consumers, I also see their use of “plain folks appeal” (Woolfolk Cross 2). “Plain folks appeal” is said to be a method where an individual, in this case a corporation, aims to win their audience’s confidence and support by trying to relate to them, as if they are like one another (Woolfolk Cross 2). The film “Equality” aims to do this visually, musically, and psychologically. For instance, this is shown in the language of the film. When Michael B. Jordan uses the word “we,” Nike puts themselves and their viewer at the same level. This is a tactic to make the watcher feel as if they go through the same struggles, the same issues,
If Nike truly set out to bring attention to equality in America, why not just release the commercial without the merchandise behind it? It is simple. Nike wants to make money more than they ever could care about the inequality within this world. Of course a majority of people are going to support a campaign labeled “Equality” during a time while millions of women are marching for their rights and thousands of people are protesting the lost lives of African Americans. The majority of America right now feels like there is a social unbalance in the country, and are speaking up about it. So releasing an ad campaign like “Equality,” makes these people want to be included in the“bandwagon,” it makes them want to support Nike because it appears that Nike supports them (Woolfolk Cross 4). Therefore, if these people wear a plain, black shirt with the words “Equality” across it, they feel as if they are now part of the movement against inequality as well, when in reality, they have only done two things. They have paid for an overpriced black t-shirt and have also made Nike a bit richer that day, neither contributing to resolution to inequality. But since we are in a time of people wanting to be a part of the movement combatting injustice, a simple shirt makes these same people feel involved, feel important, and
“Testimonial” is a strategy that features some “loved or respected person,” or people, who give their support to something (Woolfolk Cross 8). Nike is especially notorious for this. Having almost every high profile, professional athlete under their endorsement, they utilize that perk within this film. As I said previously, big name athletes and celebrities, alike, are featured within this commercial including LeBron James, Serena Williams, and Kevin Durant. This, once again, is a simple strategy to not only gain more attention to the ad, but somehow give the ad more credibility among its viewers. Due to the love, and sometimes, obsessions fans have for these famous figures, they apply that same love and admiration to the brand these figures represent. Nike knows this and intentionally utilizes this in their favor. They explicitly use these celebrities in order to make it seem like they are aligned with these big name athletes to solve inequality, but they are actually in partnership with them to make a dollar. These famous individuals are promoters of the product, they most likely know little to nothing about how to change the world or how to make the country less divided. Woolfolk Cross points this out saying, “Using the name of a man who is skilled and famous in one field to give a testimonial for something in another field is unfair and unreasonable” (8). By giving a