The typical Nike commercial attempts to attract consumers to Nike’s brand by showing star athletes like Lebron James or Serena Williams wearing nike products while dominating in the respective sports. This marketing approach inspires consumers but may also isolate individuals with particular dislikes towards certain athletes, sports teams or who don’t participate in organized sports. In Nike’s recent advertisement campaign they have eliminated this risk by showing anonymous athletes performing spectacular athletic feats all while wearing Nike products.

This commercial is effective because it is entertaining and inspiring. The anonymity of the athletes is important because it allows the viewer to associate the athletes as normal people rather than as star athletes with large salaries and endorsement contracts. I believe Nike was attempting to show the consumer that anyone can be an athlete and more importantly anyone can and should wear Nike products. Nike is marketing towards a greater target audience by showing mainstream sports like football, soccer and basketball while also showing obscure sports like roller derby and extreme wheelchair sports all in one commercial. In my opinion Nike’s strategy of marketing its products to a more general crowd will increase demand for Nike products among casual athletes as well as consumers who would not consider themselves athletes.