Nike's LeBron Sneakers to Test $300 Limit
Does Nike’s ‘Greatness’ Ad Exploit Fat People?
Opinions
are mixed on whether a Nike commercial featuring 12-year-old Nathan
Sorrell, who weighs 200 lbs., combats or promotes stigma surrounding
obesity
Nathan Sorrell, a
middle-school student from London, Ohio, is 12 years old, 5-ft.-3-in.
tall and weighs 200 lbs. He’s likely one of the last people you’d think
Nike would laud in an ad campaign. Yet there he is, lumbering down the middle of Old Xenia Road, his bulk silhouetted against a pastel sky.
Nathan runs and runs, clearly exhausted with the immense effort, as a narrator speaks in church-like tones of greatness, informing us that “we’re all capable of it. All of us.”
The message is pretty clear. Human will — in this case Nathan’s apparent desire to get fit — is a thing of incredible power. His determination to slim down is deserving of reverence — and a prime viewing spot during the Olympics broadcast. Nike selected Nathan to participate in its “Find Your Greatness” ad campaign that showcased towns the world over that shared the same name as the city hosting feats of athletic prowess.
I struggled to decide whether this ad exploited Nathan, or whether Nike was making an incredibly generous and open-minded overture toward people who wouldn’t typically make much use of their products. Was this an attempt to tackle the stigma surrounding childhood obesity — 1 in 3 U.S. kids is overweight — or was it a publicity stunt?
According to his local newspaper, the Record Herald, Nathan answered a casting call at his middle school for a boy “with a specific profile.”
Nathan runs and runs, clearly exhausted with the immense effort, as a narrator speaks in church-like tones of greatness, informing us that “we’re all capable of it. All of us.”
The message is pretty clear. Human will — in this case Nathan’s apparent desire to get fit — is a thing of incredible power. His determination to slim down is deserving of reverence — and a prime viewing spot during the Olympics broadcast. Nike selected Nathan to participate in its “Find Your Greatness” ad campaign that showcased towns the world over that shared the same name as the city hosting feats of athletic prowess.
I struggled to decide whether this ad exploited Nathan, or whether Nike was making an incredibly generous and open-minded overture toward people who wouldn’t typically make much use of their products. Was this an attempt to tackle the stigma surrounding childhood obesity — 1 in 3 U.S. kids is overweight — or was it a publicity stunt?
According to his local newspaper, the Record Herald, Nathan answered a casting call at his middle school for a boy “with a specific profile.”
He was instructed to jog behind a Porsche outfitted with a boom and camera. On the second take, a problem arose. The lunch Sorrell had eaten about an hour before didn’t stay down.(MORE: Too Much TV Linked with Thicker, Weaker Kids)
“I got sick in a ditch,” he admitted.
Not to worry, said Lance. He agreed to allow Sorrell enough time to recover.
“We’ll try to work with you,” Sorrell said, quoting the director. “They were lenient with me.”
NIKE, Inc. Restructuring Statement
14 May, 2009
BEAVERTON, Ore. (May 14, 2009) -- Today NIKE, Inc. announced the completion of its workforce review. As previously stated, NIKE, Inc. began a global workforce review in February in an effort to enhance its consumer focus, speed decision making and to create a stronger organizational structure for the future.
NIKE, Inc. will reduce its overall global workforce of nearly 35,000 by approximately five percent. Nike will eliminate approximately 500 jobs from its World Headquarters near Beaverton.
NIKE, Inc. will reduce its overall global workforce of nearly 35,000 by approximately five percent. Nike will eliminate approximately 500 jobs from its World Headquarters near Beaverton.
“Our new structure sharpens our consumer focus globally to drive continued growth while positioning NIKE, Inc. competitively in today’s marketplace,” said Mark Parker President and CEO, NIKE, Inc. “We remain a growth company and we know these changes have created a stronger organization that will enable us to invest in our most significant opportunities. However, the decision to reduce our workforce has been a difficult and challenging one as it affects our colleagues, teammates and friends.”
Departing employees will receive a robust and enhanced severance to help support their transition from the company. Over the next several weeks, the company expects to complete the majority of employee transitions.
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