Nike Advertisement

Nikewomen.com advertisement featuring Serena Williams

Context for the Advertisement

Sneakers, Athletic Clothing Category- Competitors include Adidas, Under Armor,

Lululemon etc. Targeted at young women, re-directs them to

Nikewomen.com- Doesn’t particularly apply to one sport,

feminine, cool, doesn’t necessarily “work out”

Nike Print AD

Appeared in October Teen Vogue 2009

Nike TV Advertisement “Ladies First”

Ran on MTV between September 9th and 14th in 2009

• http://www.nike.com/nikeos/p/nikewomen/en_US/calendar#?year=2009&month=9&date=2

Internet Advertisement• Appeared on Quizilla.com between

September 1st and 28th-- http://www.quizilla.com/

• Quizilla has a 60% female demographic, 49% 13-17 years

Looking at the AD

• Chopy scenes/sequential photos• Use of consistent type face--almost

cartoonish• Illustrated photo of her identifies her as an

icon, plays up known features, more feminine musculature

• Bold colors, bold movements, bold music• Urban background

Implications of the AD

• Independence--Serena appears alone

• Care-free, self-confident

• Not the same as an image of an athletic male

• Concept of working out can be “delicious”--feminine wording