Nike “Dream Crazy” Campaign Analysis
Nike has always been known for selling their shoes, clothes, and accessories, but how has Nike gotten all their endorsements? Let's answer to this question in "Nike “Dream Crazy” Campaign Analysis" paper.
The commercials. Most of Nike’s commercials not only advertise their product but also have a hidden meaning. For instance, Nike’s most recent commercial “Dream Crazy.” There are three methods that Nike used in their commercial to grab their audience’s attention which is pathos, ethos, and logos. How did Nike use pathos, ethos, and logos? Nike used pathos, specifically encouragement, ethos, and logos to present their commercial to their intended audience athletes. Nike used pathos, specifically encouragement, in their commercial by using significant figures. The figures in Nike’s “Dream Crazy” commercial made an impact on someone and their community. Nike also used a certain type of music in their commercial which invoked a feeling to their audience. The music used in the commercial started off as a subtle beat, but as the video progresses, the subtle beat turns into a more upbeat song.
Then there is ethos. Ethos is a strategy used to convince ones intended audience or reader to either buy ones product or grab the audience's attention. Nike’s commercial achieved the use of ethos by showing their audience they are a diverse company that do not discriminate based on race, gender, disability, religion, or sexual orientation. For instance, in one section of the commercial, there is a young boy who has no legs. Some may wonder, why is there a young child with no legs in a commercial whose company sells shoes, clothes, and accessories? The young boy, with no legs, showed their audience that one, they do not discriminate based on physical appearance and regardless of one’s size, you can still accomplish your dream.
How did Nike use logos? Nike used a method called logos in their commercial by using repetition of the phrase “Just Do It.” When words are repeated over and over again in a commercial or any other type of media, it shows that the phrase or sentence has a very important meaning that the author wants to present to their audience. The phrase “Just Do It” appeared a few times in the commercial, which indicates its importance to the audience and the message Nike is delivering to their audience.
Throughout Nike’s “Dream Crazy” commercial, there were significant figures that appeared in the commercial. Each of the figures that appeared in the commercial had their own inspiring story that summed up Nike’s “Dream Crazy” and “Just Do It” campaign. The figures that appeared in the commercial are Nyjah Huston, Isaiah Bird, Eliud Kipchoge Odell Beckham, Lebron James, Lacey Baker, Alicia Woolcott, Alphonso Davies, Zeina Nassar, Megan Blunk, Charlie Jabaley, Serena Williams, and Colin Kaepernick.
The video begins with Nyjah Huston. Nyjah Huston made history by becoming the first and only skater to complete a stunt (backside 270 noseblunt-side) at the inaugural Street League Championship tournament. Nyjah pushed forward for his dream and accomplished it. Nyjah’s determination is why Nike chose him to apart of their “Dream Crazy” and “Just Do It” campaign.
In another portion of the commercial, a young boy named Isaiah Bird appeared. Some may wonder why this young boy appeared in the commercial. Isaiah Bird is a young 10-year-old boy who was born without legs. Even Though Isaiah was born without legs, that did not stop him from doing sport such as wrestling and swimming. Isaiah’s story allowed him to be a part of Nike’s “Just Do It” campaign to inspire other children without certain body parts to not let that stop them from accomplishing something.
Zeina Nassar had an impact on not only women but women who are Muslim. Zeina Nassar is a five-time boxing champion, who faced discrimination for not only being a woman but also being a Muslim in boxing. Zeina is not only known for being a Muslim woman in boxing, but she is also known for challenging the rules. For example, people told Nassar that she was not allowed to wear the hijab while boxing; Zeina challenged the rule and won. Because of Zeina’s integrity, she appears in Nike’s “Dream Crazy” commercial wearing a Nike pro-hijab. Nassar’s story not only inspires women but also inspires Muslim women to face discrimination and continue to push forward, even when the odds are against you.
In another section of the commercial, Megan Blunk appeared in the commercial. Megan Blunk is a young woman who is paralyzed from the waist down due to a car accident back in 2008. Some may think that because she is paralyzed from the waist down that she will not be able to do a lot of things anymore; however, that is not the case. Despite being paralyzed from the waist down, Megan became a star wheelchair basketball player. “Blunk told ‘The New Tribune’ in 2016, after the Paralympics she wanted to pursue a job that helped people with addiction, depression, or other mental illnesses.” Megan’s purpose in Nike’s commercial is to inspire others who are paralyzed to not let their circumstances stop them from achieving their dream.
As the commercial continues, a young man named Alphonso Davies appears in the commercial with a story that a woman or man who is a refugee can relate to. Alphonso Davies is a refugee born in Buduburam, Ghana. Now, in this day and age, when someone hears that someone is a refugee, some may think that a person has no hope; however, that is not the case with Alphonso Davies. At the age of 15, Alphonso debuted in Major League Soccer for Vancouver Whitecaps in 2016. Despite being a refugee and a young 15-year-old man, Alphonso was able to accomplish a dream. Alphonso Davies appeared in Nike’s “Dream Crazy” commercial to make a statement that one person does not have to have a “normal” life to accomplish something.
In this day and age, it is difficult for people that are apart of the LGBTQ community to try new things without someone discriminating against them; however, that did not stop a young woman named Lacey Baker from achieving her dream. Lacey Baker is the first queer woman to become a member of Nike’s SB Teams. For Lacey Baker to appear in Nike’s “Dream Crazy” commercial, she gave viewers who are apart of the LGBTQ community to not be affraid to be different and regardless of sexuality, you can still achieve your dream.
“Don’t picture yourself wearing OBJ’s jersey, picture OBJ wearing yours,” Kaepernick says. Odell Beckham Jr. is a well known wide receiver for the Giants. Odell recently achieved something that is not easy to accomplish, Odell accomplished a task of catching a touchdown with one hand against the Dallas Cowboys. Odell’s appearance in the commercial gave definition to the Nike’s “Dream Crazy” commercial.
Eliud Kipchoge is a Kenyan long-distance runner whose determination and passion made him push forward with his dream. Eliud’s story made him become a part of Nike’s “Dream Crazy” commercial.
Young women and girls are always subjected to be only known for their beauty; however, that is not the case for a young girl named Alicia Woolcott. Alicia Woolcott was not only a homecoming queen, but she was also a varsity linebacker for her high school football team. Nike chose Alicia Woollcott to be a part of their commercial to show young women and girls that you can be both pretty and an athlete.
With the age of the internet and social media, people are self-conscious about their appearance, especially weight. Knowing this knowledge, Nike had a man named Charlie Jabaley to appear in their commercial to show people that you can lose the weight and still accomplish something. So, who exactly is Charlie Jabaley? Charlie Jabaley is a young man who was obese, but due to his change in diet, plant-based diet, he lost 120 pounds and became a member of an organization called Ironman -which holds marathons for charities. And due to his plant-based diet, his brain tumor was reversed.
Lebron James is an all-star basketball player who has recently made an important on the community, in which allowed him to be a part of Nike’s “Dream Crazy” and “Just Do It” commercial and campaign. Lebron James is not only known for being one of the greatest basketball players of our time, but for also giving back to his community. For instance, in recent days, Lebron James opened up a school called the I Promise School for children who are at risk. Lebron James giving back to the community shows that you can be a great athlete while still giving back to the community. Serena Williams, a well-known tennis player, recently faced both racial discrimination and sexism on and off the court, but that did not stop her from standing up for what she believed in. Serena’s integrity allowed her to be featured in Nike’s “Dream Crazy” and “Just Do It” commercial and campaign.
Throughout Nike’s Dream Crazy” commercial, people hear Colin Kaepernick narrating during the entire commercial. How come Colin Kaepernick narrated during the entire commercial? Colin Kaepernick made an impact on people across the United States for his controversial kneel during the National Anthem a few months ago. After the incident, Nike contacted Kaepernick because he stood up for something that he believed in, despite knowing he may risk everything. In the final cut of the “Dream Crazy” commercial, there is narration that Kaepernick says, “Believe in something, even if it means sacrificing everything.”
In conclusion, Nike used pathos, ethos, and logos in their “Dream Crazy” commercial to appeal to their audience, specifically athletes. The three strategies that Nike used in their commercials made an impact on their audience by using significant figures to empower their viewers to stand up and make a difference.
