Nike's Rhetorical Analysis: Just Do It

When you walk out your door to go on the morning jog, did you perform an analysis to determine that your morning run will go well because of the shoes you wear, or is the morning run you are about to take on just a routine state of mind? As you dress out for the game with your team, do you visualize the outcome of your performance because of the shoes you wear, or was it just the preparation you have done the day or week before? Maybe you looked around and saw that many of your teammates were wearing the same brand of shoes and wanted to be part of the group? It is my belief that Nike, with its logo and its advertisement of “Just Do It” has many believing that indeed it is the shoe that leads to best athletic performance and results.

The red was to symbolize passion, energy and joy. The white was to symbolize nobility, charm and purity. Later they used different colors so that it would be more distinct from the other brands logo, more of the brilliance behind the distinction of their brand. Based on Nike’s own consumer affairs material above, it is clear that the visual rhetoric of the Nike Swoosh was to move the audience to associate Nike with the stuff that Greek Gods and Olympians are made of. The marketing campaigns have included famous athletes such as Michael Jordan to inspire buyers, unfamiliar with the Greek definition and history, but aspire to be as good as the advertised athletes wearing all

As of late, we now see Lebron James as its top spokesperson. Arguably, James is on top of the basketball world. But Nike has not only used basketball, like when it started with Michael Jordan, which he was arguably the best basketball player in that era. Earlier in the 80’s, Arnold Swarchneiger was signed on just because he was the face at that time of fitness. At the moment of Arnold’s signing was during when America was experiencing a fitness craze that was sending fitness apparel and equipment sales to new heights. Of course, this was not enough to beat their rival Reebok, but was sure the beginning of this up and coming brand. They also promote sports such as tennis, golf or football, Nike has always signed the top player in each of these fields to promote that line of sportswear. Tiger Woods is a great example of this in which at the time, helped a new lighter golf shoe that attracted many to switch to the Nike brand. All these spokespersons using the “Swoosh” logo on their sportswear and claiming to follow their dreams and “Just Do It”. When you look at it closely, what better way to influence a target group of people than through someone else, and using the most highly profile celebrities and sports figures to accomplish this. It would be difficult to find a group or a single person out in the public, who would not recognize the logo or the brand of Nike, an