the first thing that shows up when you hit go to nike.com is the "choose your region" page. although my region is: english, united states, i clicked on another region to see how it differs. spain's home page the main picture is of a sports star from their country and the sport that is big right now. on america's home page there is a video clip of adrian peterson who is one of the top football players in the league right now. this is good for two reasons: 1. boys will watch this clip and want to go out and buy the nike pro combat gear. of course if you put a professional athlete in your apparel everyone will want to go out and buy it. it sold me and i am not even a boy nor do i play football! 2. right now it is football season. it is the big hype every where and everyone is so excited to start consuming their free time watching football. the video showed great kairos. watching the video of adrian making great plays against the strong defense on the field in the blistering cold and then at the end of the video when he is in the locker room is what the advertise what he is wearing. that video spoke to me as if nike was saying, "if you wear our gear, you can be strong and endure anything." having the football video being the main focus on the page was also great kairos. football is what is in the season right now, of course you wouldn't have a video of kobe bryant being the mvp that he is because that is not what is in season right now!
in the video adrian's skin looks like the pig skin of a football. you know the saying, "you are what you eat?"well to me this is saying, "you are what you wear." if you want to be strong and fast like the pro's, you have to wear nike, it is the way to go.
of course not everybody likes football or plays it so they do do a great job of advertising for other sports. like for instance, lebron james is the star advertising basketball. i couldn't think of anyone better to advertise then him. he is the michael jordan of our time.
when you click on the different sections the colors and music appeal to the different kind of people that would visit that sites. for instance, basketball is very crisp colors and the music is the kind that basketball players would listen to. the kind of music that would get you pumped up before a game or workout. the women's page has bright fun colors that would make women happy and want to work out. this is defiantly great pathos. defiantly hitting the emotions key right there. not only does the colors and music play with your emotions but so do the models. they all have great bodies and that is what the american dream is right? to have a rockin' bod?
nike does it well.
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