Basketball

Advertisement Analysis Essay

Michael Jordan leaps through the air in his Nike Air Jordan shoes to score a slam dunk in the basket on the backboard held by thousands of Chinese fans cheering him on and reaching for his shoes. This is the image of the advertisement that is for the promotion of Air Jordan basketball sneakers, aiming to sell shoes in Chinese market. In the advertisement, there is a stamp on the top right corner showing that Air Jordan sneakers are made in China; it also has eight stars in the stamp. This symbol is showing that Air Jordan shoes have high value in the Chinese market. This advertisement can attract a lot of customers, because its design is cross-cultural; the brand influence, slogan, and cultural aspects are the main selling points. A strong point of the advertisement is the reputation of the Air Jordan shoes brand, which comes from the well known name of Nike and Michael Jordan and the making of the Nike’s Air Jordan basketball shoes brand. In 1984, Nike company had a hard time with how to get into the basketball shoes market. In 1985, Michael Jordan won the best rookie award of the NBA. Then, Nike found this as an opportunity to market these those through Michael Jordan.

Thus, Nike and Michael Jordan together created the Air Jordan brand. The Air Jordan 1 was designed by Peter Moore. The Air Jordan 1 was first released in 1985. This advertisement is representing the enthusiasm of Chinese love for the Air Jordan shoes. There are thousands of crazy fans trying to chase, catch, and touch Michael Jordan and his shoes. Chinese basketball fans are inconceivable. The crowd climbs onto each other’s shoulder, and push each other around. They are so crazy about Michael Jordan and his shoes. I remembered when I was in high school some of my high schoolmates loved Jordan sneakers. However, they did not have enough money to buy a pair of Air Jordan basketball shoes. For them, the Air Jordan basketball shoes were the biggest dream at that time. They must have gone to the store everyday just to look at the shoes. They wanted that pair of shoes so badly! Thus they made a plan to buy the shoes. They saved their lunch money and went to a restaurant be waiters to make money for the shoes. They did whatever it took to get the shoes. My friends extreme want to have the Air Jordan shoes. This is a perfect example of the Chinese fans’ incomprehensible love of the Air Jordan sneakers. Another element of the advertisement is a slogan saying, “M.J. has always been copied, but never been surpassed.”

The slogan means that Michael Jordan is the greatest player ever in the NBA, therefore, people concluded that his shoes are the best basketball shoes in the world. A lot of young basketball fans in China want to have a pair of Air Jordan sneakers. These young fans want to be like Michael Jordan. They believe Air Jordan shoes can protect their ankles, feet, and knees. They know Michael Jordan had a very health and successful career. What is more important, Chinese fans trust Air Jordan shoes can help them improve their basketball technique skills. This advertisement uses M J’s influence on the Chinese fans to catch consumers eye’s. The Chinese people’s love of the Air Jordan brand is indescribable. Why Chinese love Air Jordan shoes so much? Because this brand is symbolizing Michael Jordan. In the NBA, he was not the tallest and strongest play in the league, but no one WAY more diligent than him. He said there was no such thing as genius, but it is nothing but labor and diligence. You have to work really hard every single day, and nothing can beat hark work. Through the advertisement, people can see Michael Jordan flying and fighting for a slam dunk. The fighting spirit and sporting spirit are other selling points to the Chinese youth in the advertisement.

The last main focal point In the advertisement, are the cross-cultural elements. The advertisement uses the windy city for the background. It uses Michael Jordan and Chinese fans for the foreground to show that the Air Jordan is not only an American brand but also a cross-culture brand. The Air Jordan brand is also popular in Chinese market. In the advertisement’s foreground Jordan wears red and black uniform, and huge Chinese fans are wear white and black clothes. Which is a symbol of Chicago. Where MJ played his career. In the background of the advertisement we can see the tall buildings and dark clouds. in the top corner of the advertisement, it has a stamp saying “MADE IN CHINA” .Inside, the stamp has eight stars above these words. These features in the advertisement well embody the cross-cultural design of the advertisement. The background foreground and stamp will make the advertisement even more attractive. Chinese people must like and love that the product is made in China. These details in the design of the advertisement is evidence that the advertisement is cross-cultural. In conclusion, the advertisement is very attractive.

It uses brand influence, slogan, and cross-cultural elements to show the audience that the product is first-rate, excellent, and great. This advertisement illustrates how fond the Chinese are of Michael Jordan and his Air Jordan shoes. It illustrates the enthusiasm and love that they all have for him and his basketball career. The fact that Air Jordan shoes were made in China, makes it even better. It shows one how amazing China actually is. From the blurred background to the eight star rating, I have come to the conclusion that Air Jordan by Michael Jordan is a very well known and popular cross culture brand not only in America, but also China, very successful in their advertisement technique.

Product Category – Basketball Shoes Definition

Basketball – a game played by two teams of usually five players each on a rectangular court having a raised basket or goal at each end, points being scored by tossing the ball through the opponent’s basket. Shoe – an external covering for the human foot, usually of leather and consisting of a more or less stiff or heavy sole and a lighter upper part ending a short distance above, at, or below the ankle. Basketball shoes are used when playing basketball. Line types Safety/Performance Shoes made for optimal performance while preventing injuries.

For my coursework I was asked to create an aftershave advert for men. So I started by planning a rough draft for the advert. The first thing I had to think of was a name for the advert. I wanted the name to be appropriate and to convey the qualities of my product. So I used the name Narcissus. I remembered reading a myth about a Greek boy named Narcissus who was so in love with himself that when he saw his reflection for the first time in the water he thought it was someone else and he spent the rest of his life gazing at his face. So now in the modern world; the word used for someone who is full of themselves is narcissus. I used this name for my product to make my audience think that if they used the product they would like the way they look and felt more. So I wrote the name at the very top of the page in block letters.

I also needed a slogan for my advert. I thought of different ones at first like- Love life and love yourself or something like be in love with yourself. But they all sounded like something you will see in a female advert so to make it more masculine I wrote Break out of your shell in different colors to make it standout. I liked this slogan because it could make my audience think that if they used my product they will be so comfortable with themselves that they would be free to do almost anything.

I then drew the product at the bottom right hand corner of the page. It consisted of the bottle as well as the package in which it will come in and I placed them side by side. Then I drew the picture of a man in a suit behind the perfume at the centre of the page. Finally, I wrote the website at the very bottom of the left hand corner of the page. After finishing the rough draft we were asked to create and advert that was similar to it on Adobe Photoshop. I started off by creating a back ground. I hadn’t made one in my rough draft because I hadn’t thought of it. Since my slogan was Break out of your shell I decided to use the picture of fireworks. I went to goggle and got an appropriate one of the images n I set it for my background.

Next – I wrote my title – Narcissus at the top of the page like in my draft with the help of the word tool. Then using the blending options tool I made the letters drop a shadow and glow. I then colored each alternative letter dark purple and black. For my slogan, I wrote it below the title and then using the gradient tool I colored it a soft dark purple and white.

The question of whether or not college athletes should get paid is of heated debate in todays times. While many believe that student athletes are entitled to income, It remains undougtibly a concern of moral interest to universities across the country. This paper is going to explain the pros and cons that come with allowing student athletes the right to receive a salary. Should college athletes be paid? Let’s take a quick glance at the pros and cons of each perspective. For starters, in my opinion, yes, college athletes should get paid. What deserves debate, is the conversation of how to get this done.

From my experience, in America, you get paid in proportion to the value you bring to the marketplace. College sports is one, if not the only, place where this isn’t the case. it’s only a matter of time before players start getting more than “a free education. ” There are plenty of cons that come with paying students to play sports. According to Title IX, a federally-mandated law, if conferences and schools decide to increase the value of student-athlete scholarships to cover living expenses, they have to do it for women’s programs as well.

This means that schools would have to, for example, increase the value of womens volleyball and softball scholarships as well. Schools have to stay in-accordance with Title IX, otherwise they’re risking their federal funding. And you know they’re not trying to lose out on any money. Another argument as to why schools should not allow student athletes to get paid is the fact that small schools would be at a disadvantage. How would the smaller schools and conferences afford this? The bigger conferences make way more money than the smaller conferences through their huge tv deals.

So unless the Big Ten’s, and SEC’s of the world agree to donate revenue to conferences that make afraction of what they make, (think MAC and Mountain West conferences), wouldn’t this create an even wider gap recruiting-wise between the powerhouse conferences and the smaller conferences? ask yourself; if you were to choose between playing football for a small school, and a big school that’s legally giving you $5,000 in living expenses, which would you choose? Most college athletic programs are already losing money, so how could they afford to all male and female athletic programs, to cover for the athlete’s living expenses?

Another concern to paying student athletes is the question of whether to pay athletes of all sports? Let’s be real here; men’s football and basketball teams are usually the programs that make the most money for universities, so if football players and basketball players got paid, does that mean that the men’s lacrosse and baseball players would get paid too? Most schools would not have the findings to financially pay athletes of the fur major sports in the united states. Finally players are still going to take under the table money.

In my opinion, increasing scholarship amounts to cover living expenses may keep some of the kids from accepting money, but it’s not going to keep them all from doing it. I don’t think kids getting an extra $5,000 or so from their Universities wouldn’t keep the agents, boosters, etc. , from offering them cash and benefits. But I must admit, it’s definitely a step that I believe would at least keep some of the kids from accepting benefits; those that only take the money because of their circumstances or lack of cash for living expenses.

There are plenty of beliefs, which justify paying student athletes. Jim Tressel gets paid close to $1 million a year for trying to win as many football games as possible. His players, however, earn no salary for doing the same thing. Although college athletes do get rewarded with scholarship money, there is a debate around the country as to whether that amount is enough compensation for all the work required of student athletes each year. Several Ohio State coaches were recently asked if they thought college athletes should be paid a salary, and their responses varied. I believe there is a big difference between paper money and real money, and the scholarships these kids get are only paper money,” said basketball coach Jim O’Brien. “They need to have some real money to walk around with that they can live off of. ” Student athletes are not allowed to work much under NCAA regulations, and those who are in favor of paying them often point to that rule as a reason college athletes need money. But that reason isn’t enough for all coaches to share O’Brien’s views toward paying student athletes.

Wrestling coach Russ Hellickson answered the same question: Should student athletes be paid? He came up with a very different response. “No, but they should be able to get what, say, a Presidential Scholar gets,” he said in an e-mail. “This should be an educational experience. ” Presidential Scholars receive full in-state tuition, room and board, book allowances and miscellaneous expenses — a total that OSU media relations estimates to be $12,483 per year for in-state students. That is nearly $2,000 more than an in-state athlete receives, even if they are awarded a full scholarship.

Most of that $2,000 falls under the category of miscellaneous expenses, something athletes do not receive money for. The extra scholarship money is to be used for “athletic tickets, book costs, bus passes; anything that students need for living,” said Amy Murray, OSU spokeswoman. Some coaches are in favor of keeping things exactly as they are, without raising scholarship levels. Softball coach Linda Kalafatis said she did not feel well versed enough in the topic to know an answer to the question for sure, but she weighed in with her opinion on whether or not college athletes should get more for what they do.

Softball coach Linda Kalafatis said she did not feel well versed enough in the topic to know an answer to the question for sure, but she weighed in with her opinion on whether or not college athletes should get more for what they do. “There are some good arguments out there for it, but I am against it,” she said. “The fact that our kids get scholarship opportunities and good exposure makes the experience good. One of the issues that may be a problem with paying college athletes is the difference in revenue that each sport brings in through television contracts and other sources.

At OSU, football and basketball both bring in a large amount of money for the university every year, so some may argue that they deserve a percentage of that. But do football and basketball players deserve more than athletes who participate in non-revenue sports? Some coaches chose not to comment on the issue because it is a delicate subject. Those who did respond felt strongly towards equality. “If money is given, all tendered athletes should be the same,” Hellickson said. “This isn’t and shouldn’t be the pros. We have more class. Athletics Director Andy Geiger agreed, saying if a compensation plan ever went into effect, it would have to be equal for everybody. That’s the only way it works,” he said. “It would not work, for instance, if only football and basketball players were paid. ” Title IX calls for scholarship equality in college athletics, so if pay ever was given to student athletes, all sports would probably receive the same amount. The plan that is the most likely to take place in the next few years is the one Geiger mentioned during his recent interview.

I wouldn’t mind seeing a liberalization of the financial aid rules to allow athletic grants and aid to move closer to the cost of education,” he said. “As far as players actually getting salaries — no. ” Staying away from salaries for college athletes was the consensus of all coaches who chose to comment on the issue. “I’m not in favor of salaries, but some sort of stipend would be beneficial,” O’Brien said. When asked how much of a stipend he would like to see, O’Brien said that was something he did not know the answer to yet.

He said it would have to be discussed at great length before he reached a decision. Another topic that is worth considering when deciding whether or not to pay student athletes is the fact that not all university sports programs earn as much as OSU’s. Equality is the key factor in this issue as well. Should a college with high-revenue programs, like OSU, be able to pay more than smaller Division I colleges? Under Title IX, the answer has to be no. “Since athletic budgets around the country aren’t all in as good shape as ours, I don’t really know how realistic a plan this is,” Kalafatis said.

O’Brien said he agreed. “When you start talking about every sport at every college across the country, that’s a lot of money. Every sport would need to receive the same amount, so right now this is not too realistic of an option. ” Hellickson thinks differently about the realism of the plan. Unfortunately, it will probably be driven through in the next five years by those who believe athletics is more important than education, With the popularity of sports nowadays, leagues are making more money than ever before.

The universities are raking in the dough from these humongous television contracts, and the coaches and everybody else are seeing their fair share. ” he said. Everybody waits in line for their piece of the pie, yet, the ones who make the system work are the ones who don’t even get to taste the crumbs that have fallen onto the table. In fact, while everyone is going up for seconds, the athletes don’t even get invited to the dinner table. I think we can all agree that collegiate sports is no longer an amateur enterprise, and I am not going to argue that fact with you.

We can save that for a different time and different day of the week. Like everything in life, paying collegiate athletes has its pros and cons, but it would certainly save the sport of college basketball if some type of payment plan was installed. College basketball is by far a smaller market than college football is. I would say that more than half of the people that fill out the March Madness brackets don’t even pay attention to the season until the month of February rolls around. And there are certainly reasons for that.

One is that the sport has to compete with college football and the NFL until late January, and another is that the sport is slowly but surely suffering a slow death. I can’t tell you how many times I have watched the “Fab Five” documentary on ESPN. I have watched it more than Seinfeld reruns, not because of everything they did for the game or because it was a great piece to keep you occupied when you have two hours to kill, but because I am wondering when or if we will ever see a team like that again.

That squad was put together during the 1991 season, and all five of those players played at least two seasons. Four of the five stayed till their junior years, while two of the Fab Five played out their entire years of eligibility in a Michigan uniform. Nowadays, teams do land several of the most talented players in the country, but they end up leaving after one season. Even if the player is still raw at the position, needs to add on weight or could use another year to tweak his game, he is still off to the next level the second he hears he is first-round material and is guaranteed an NBA contract.

Having players stay for more than one year would help create greater teams, as those programs would be able to add to the current talent rather than just replacing it. When you think of the greatest teams in college basketball, you think of teams that were likely formed before you were even born. That’s because the NBA wasn’t handing out ridiculously large sums of money to these athletes and making it such an easy choice to leave college. It would also help even out the recruiting process, giving some of these other teams a better shot at competing for a national championship.

The players that are going to be one-and-done only want to play for the best of the best schools, so they choose Duke, Kentucky, Syracuse and North Carolina because it gives them the best chance to win a title in the one season they are on campus. Well, if players were being paid, it would certainly help create a little more of an even playing field. If that player was going to stay in school a little bit longer, why wouldn’t he think about staying close to home or joining a school with a little less talent where he can become the star rather than joining a team already stacked with 5-star recruits?

Wouldn’t college basketball be a lot more interesting if it had many of the same players every year rather than having to get to know an entire roster every season? You thought Kentucky was good last season? Imagine if Brandon Knight and DeAndre Liggins had decided to stay for another season and had been a part of that championship roster. There is a reason that teams such as Harvard, Wichita State and Murray State are making noise lately, and it has a lot to do with experience on the roster.

The salary gap between genders has been a predominant issue in the sports arena. Women are continually paid less than their male counterparts, but men experience pay differentials between each other in some sports. In male dominated sports, such as hockey, baseball, and basketball, there is a variation in an individual’s salary that adversely affects the team’s performance and vice versa. In a capitalist society, everybody is paid what their work is worth. Sports such as hockey, basketball, and baseball are pay-for performance sports, in that the players are paid what their skills are worth to the team.

The less common a desired talent is, the more money an athlete will make because of it. There has been a continuous debate about how athletes should be paid. Is a defensemen in hockey who can score as valuable as a forward or more so? Is a catcher in baseball who can hit multiple homeruns in a season as valuable as a star pitcher? Many researchers use economic theories to analyze “Pay-For-Play” or the idea that athletes are paid better for a better performance. In order to examine athlete’s salaries certain definitions need to be established beforehand.

are not athletes are not players who are paid more than what they are worth, but rather are the top earners in their sport. Underpaid athletes are athletes who are paid less than the average player. It needs to be acknowledged that the success of a team is not just dependent on salary, but also coach and managerial input that are often omitted from research papers. The following examines the idea of pay-for-performance in hockey, baseball, and basketball. The correlation between a team’s performance and the individual salaries of the players are examined.

Whether or not being a free agent or having a signed contract and the influences these may have on an athlete’s effort exerted are also looked at. Hockey, baseball, and basketball are all pay-for-performance sports where the best performing players are paid top salaries. Idson & Kahane (2000) used the National Hockey League (NHL) to examine coworker productivity and its influence on salary. Because the statistics of a team’s performance and the salary of each player are publicly recorded and readily available, the information was considered accurate and ideal to use in the investigation.

Idson & Kahane (2000) asked the question as to whether an individual’s special attributes were rewarded/valued differently (in the form of a higher salary) in a variety of environments or in special cases. The investigators got the statistical data from Hockey News [February 8, 1991 and November 15, 1991] and the Hockey News Complete Hockey Book that compiled data from various years. The final data set of Idson and Kahane (2000) contained data on 930 players from the 1991-92 and 1992-93 seasons.

The points and plus/minus interaction were statistically significant at the 10% level indicating that an individual player performed at a higher level when playing with a team that contained better players. One of the main problems with studying athletes is that players can be traded midyear and essentially play on multiple teams in a given season. To counter this, the researchers placed an athlete on the team that reported the athlete’s total salary for the year. There is no one way to examine a player’s skill in hockey.

Idson & Kahane (2000) placed players as either a “forward” or “other”, such as defenseman or goalie. The strict dichotomy of this category might have had an adverse influence on their results because defenseman and goalies are not known for scoring points. Jones & Walsh (1988) made two categories for position in their data by labeling forwards and defensemen as forwards that would be examined by the points they scored. Goalies were the other category and were analyzed using goals allowed on average.

Because defensemen do not score as many points as forwards, the researchers pointed out that a defenseman scoring an equal number of goals as a forward would earn more money because of the added skill. In hockey, goalies make the big saves of the game, while forwards score the big goals of the game. Doing routine defensive maneuvers in a typical and habitual manner, defensemen are covered in a sheet of ambiguity. The top paid forward in hockey, Vincent Lacaviler, made $10 million, while the top paid defense man was, Zendo Chara, made only $7. 5 million for the 2009-10 season.

Both had relatively equal statistics for the season, but Lacaviler is a well known forward who makes the big plays people remember. Jones & Walsh (1988) incorporate the number of trophies and the number in the draft pick into their equation. Both trophies and draft pick numbers help defense men more than forwards. Adding these in was an attempt to even the playing field between forwards and defenseman. It was still shown that forwards with defensive skills, “enforcers” as they are called, make more money than defensemen with scoring abilities.

It is a possibility that enforcers are paid more because they excite fans with both their scoring and fighting skills. George Steinbrenner once said, “You measure the value of a [player] by how many fannies he puts in the seats. ” People who go to athletic events go to see the home team win, not just to observer one power player. Sommers, P. M. , & Quinton, N. (1982) used that approach to examine how having a superstar on the team, regardless of their input to winning the game, would affect revenue. It was discovered that although superstar have a slight influence on revenue, winning has a big influence on crowd attendance.

Because the players were organized into the categories of “free agents” and “not free agents”, it was also shown that free agents make more money on average than players without contracts. Harder (1992) hypothesized that pay-for performance contracts would lessen the effects of being underpaid on an individual. It was also hypothesized that underpaid individuals would not cooperate as much and would tend to have more self-centered behaviors. Using the equity theory, Harder (1992) compiled data for four seasons of players in the National Basketball Association (NBA) and Major League Baseball (MLB).

Statistical data was accumulated from Sporting News [May 8, 1988]. The number of points a player got in a season and the overall number of points in a career were positive indicators that basketball is a pay-for-performance sport. The results for baseball are the same; the better an athlete was in the season and overall his career, the better that athlete’s salary was. The first hypothesis was proven partially correct in that Harder (1992) found in baseball, the players who were paid less had lower average statistics, but this did not affect the number of runs from the underpaid athletes.

In basketball, an underpaid athlete was more like to shot the ball, but would not score as often as overpaid athletes. Overpaid athletes would contribute more to the team as a whole, rather than just scoring points, and were generally more team oriented than underpaid players. This was consistent with the second hypothesis put forth by Harder (1992). Some limitations put on Harder’s (1992) work was that when using sports salaries in equity theory, the salaries tend to be much higher. Although sports teams are a good area to research performance-based pay because of the easily accessible data, it also limits how generalizable a study can be.

A more recent way to interpret pay-for-performance was with the agency theory. Contracts in sports, such as basketball, are intended to make both the athlete and the team managers, content. Athletes who are at different cyclical stages of their contract perform in various ways. Just before signing or resigning a contract, athletes are more likely to put forth more effort to get a better contract (multi-million dollar, multi-year, or both). Just after or in the middle of a contract, players tend to play less strenuously (Stiroh, 2007).

Stiroh’s (2007) hypothesized that the decline in the effort a player puts forth is directly linked to the length of a contract and also the age of the athlete. The results showed that there is statistical evidence at the 1% level that before a contract was signed, an athlete put more effort into a performance. There was a negative regression in relation to age such that as age increases, the performance of an athlete steadily declines. The hypothesis that a player’s effort will decline after a contract is signed depends on the length of the contract.

The longer a contract is, the less likely that a player is going to keep playing with the same effort. Stiroh (2007) concludes that the status of an individual player’s contract is a good predictor of the athlete’s overall performance. An examination between the win/loss percentage of a team and the team’s payroll using multiple sports (baseball, hockey, football, and basketball) was conducted by Quirk and Fort (1999). Over a six year period (1990-96), there was significant evidence in both the NHL and the NBA to suggest that a difference in payroll for athletes on a team will affects the win/loss percentage.

There was not conclusive evidence for the MLB and NFL. One needs to be wary of the results though; the evidence may be misleading because of unforeseen events like injuries and players holding out on signing contracts. These four sports were examined again in the same context by Forrest & Simmons (2000) using the results for the 1999-2000 season and came to the same conclusion. In the three main sports that were focus on (hockey, baseball, and basketball), there is repeated significant evidence to support the idea that the performance of an athlete and/or a team is influenced by the payroll of the individuals on the team.

The only sport that shows a slight discrimination in the pay of an athlete is defensemen in the NHL. More research and analysis is needed to see if a stronger correlation between the win/loss percentage and the team wages because current research suggests a weak predictive power. All of the current research is focused on regular season. Play-off performances are an area where more research needs to be done to see if the added pressure changes the team dynamics thus influencing an individual player’s salary.

Advertising, through the ages has evolved to be a very powerful tool that can shape identities and personalities of consumers regardless of age, culture or sex.

Advertising has, one way or another shaped my identity and personality. I also have to admit that because of my exposure to advertisement, I have achieved a certain status in my neighborhood.  I play basketball during my past time, and I became popular in town not only because of my skill but also because of the Nike shoes that I wear.

Nike is the world’s leading supplier of athletic shoes and apparel. I first heard of Nike when I was a kid, in T.V commercials of former basketball player Michael Jordan promoting the shoes.

Being an NBA fan and a basketball aficionado, the commercials intrigue me into trying out the shoes he is endorsing.  The moment I bought my pair of Nike shoes and paraded it in school, I saw my classmates in complete awe after seeing me wearing the shoes for the first time.  I was bombarded with questions like “how much does it cost” or “where it was bought.”

Also, when I play basketball using the said shoes, I also earned extra attention from the people who are watching the game because of my footwear.

Aside from that I can feel that I can do things that Jordan does (high flying dunks, higher jumping ability) just by wearing the shoes he endorsed, especially when dunking the ball from the free throw line which was made famous by Michael Jordan during the slam dunk contest (though I have not yet accomplished it).

When comparing it to other shoes, I can see that Nike has the edge because of its dimensions.  I feel that the shoes are lighter than other brands as what Jordan swears it to be.  During a game of basketball, which usually requires frequent running, I can feel that the shoes’ weight does not affect my speed.

Another important feature is the durability of the shoes, in which it can last for years even if I frequently use it during basketball games.   Buying shoes that can be damaged easily can cause discomfort and even injuries.  I also feel that buying another brand will compromise quality and that I may acquire an injury if my shoes, for example is below the standards that of Nike. With proper care, Nike shoes can be your companion for life.

With its features and other types (running shoes, tennis shoes), all sports enthusiast will, like me, be forever loyal to the brand.  I can say that whenever I am wearing Nike shoes, I feel that I am better than other people, especially when playing basketball.  The shoes give my self-esteem a boost.

Advertising, in reality is designed to attract people into buying particular products. But these days, consumers are very wise with regards to spending their hard-earned money. An advertisement full of fluff is easily recognized by them.

Consumers know what they want and are not easily convinced especially when an advertisement is just luring them into spending. To meet their standards, advertising also stepped-up into the next level. It has become more creative, truthful and warm.

My relationship with my Nike shoes is growing strong. Michael Jordan may have influenced this “fetish” of mine. But in the end, I can say that my loyalty is due to the reason that through time, I have come to prove the things they say in the ads. And because of this, I give my loyalty only to Nike shoes and only to it.

Reference

• Sage, Alexandria (June 26, 2008). “Nike profit up but shares tumble on U.S. concerns”. Reuters. http://uk.reuters.com/article/companyNews/idUKWNAS924120080626. Retrieved 2008-07-10.
• “Jordan and Wilkins Battle for Dunk Title”. NBA’s Greatest Moments nba.com (website)
• http://www.nba.com/history/1988slamdunk_moments.html