Back to the ad. The agents of Nike represent good and freedom of expression while suitably attired in the latest designs and footwear. Because Nike is relatively new to football and behind other brands in terms of tradition if not recognition, its marketing is a little frenzied and not that subtle. Note the deal they struck with the Brazilian football team prior to the 1998 World Cup in France, turning a team of outstanding individuals into the footballing equivalent of the Harlem Globetrotters. The story culminated with their icon, Ronaldo, falling apart in convulsive fits just before the team humiliated themselves by losing three-nil to the French in the final.
Reality can suck.
Nike portrays itself as the outsider to the mainstream, the multinational organisation which understands radicals and fights against injustice and alienation. An all-inclusive party which represents the positive side of human aspiration and endeavour. Don't ask questions, 'Just Do It' baby. But the catch is that an organisation as big and powerful as Nike does not want free thinkers, it wants conformists to buy into a NikeWorld where good fights evil. Maybe one day kids will see through the camera tricks and hype, before they get branded for life.