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Udayan Lal
Professor Rebecca Sader
English 1301
November 1, 2016

Nike Visual Analysis Essay

Founded in January of 1964, Nike has gone on to become a staple in the athletic apparel
industry, notably in regards to football1. In fifty years, the multimillion dollar brand has lived by
its mission statement of [bringing] inspiration and innovation to every athlete in the world,
(Nike). Along with introducing revolutionary athletic gear into the apparel industry, Nike has
become widely recognized for their extensive promotional campaigns. In the summer of 2010,
Nike launched Write the Future, an advertisement campaign linked to the most watched
sporting event in the world - the FIFA World Cup - and associated it with an underlying theme of
immortality (FIFA). Among the five print ads released, Nike included Change...Just One
Strike, depicting a rust-colored player striking a ball. With the Change...Just One Strike
image, Nike strives to associate the brand with a theme of immortality and power, using color,
space, contrast, and rhetoric to accentuate their message.

Nikes use of color in the image alludes to a number of other works, creating a powerful
association to a theme of immortality. The image depicts the rusted bronze shape of a man in the
motion of striking a ball at the edge of a box, most probably towards the goal. Throughout
history bronze sculptures have been linked to timelessness. Bartholdis colossal depiction of

In this essay, I will refer to the sport soccer as football

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Lady Liberty in The Statue of Liberty has gone down in history as one of the most impressive
works to have graced the world. In another example, The Equestrian Sculpture of Marcus
Aurelius is amongst the finest works to have come out of the first millennial in human history.
Both The Statue of Liberty and The Equestrian Sculpture of Marcus Aurelius depict their
respective subject matter in bronze, which has faded over time to a greenish hue. Taking this into
account, Nike has effectively associated the subject in their Change...Just One Strike image
with the aforementioned timeless works. By placing this color against a black background, it
only strengthens the focus on the theme of immortality. Effectively, Nike has linked the brand to
creating legends of sorts, fuelling their mission to inspire athletes.

Nikes use of space in the image presents a strong aura of power, isolating the subject
from the surrounding noise. The foreground of the advertisement depicts the main subject - the
bronze shooter - surrounded by three other men. However, by placing the other men off to the
sides of the image, Nike has created space around the main subject. This creates a semblance of
calmness around the bronze shooter amid the surrounding chaos, emanating a feeling of power.
The focal point in the picture is of the main subject striking the ball, in an effort to underscore
the gravity of the strike. Only the shooter is able to bring all the attention towards himself, which
is a key attribute demonstrated by some of the greatest leaders, and effectively makes the main
subject a powerful person. The mere angle of the picture is what makes the subject in the
advertisement so powerful.

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Nike uses contrast and balance to build a fluid image as they attempt to immortalize the
main subject. Ansel Adams once said that a true photograph need not be explained, nor can it be
contained in words, (Scala). It is that very theory around which Nike has developed its message.
In creating a candid image, they are trying to capture a timeless shot; one that will go down in
history. Much like Zidanes famous headbutt, or Maradonas Hand of God, the image of the
bronze shooter is captured with the very idea that it is an iconic moment that will never be
forgotten - immortal even. While the other men stand out in their colored jerseys, the main
subject almost blends in with the image creating a feeling of unity; he is virtually one with the
ground. The other players appear in unnatural poses, creating a feeling of instability and
unsureness around them - disunity. In contrast, the main subject appears to be perfectly
positioned, almost like a football version of contrapposto. The sheer beauty of watching such a
fluid, natural action take place makes it a timeless image. It is something that, when seen by the
audience, leaves people in awe. They are not only inspired to play football, they are also driven
to associate with the Nike brand.

Nikes caption on the top-right area of the image plays an important role in accentuating
the key idea behind the advertisement - associating yourself with Nike will help you change the
world. To begin with, the very language they [Nike] use is meant to inspire their audience. By
writing change history with just one strike, Nike are effectively making it appear as if the
brand plays an integral role in what happens on the pitch. It is inspirational, which adheres to
their mission statement. This is complemented by the color of the text, which is shared by the
main subject. The audience can relate the bronze hues on the player to the bronze text on the

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top-right corner, developing a connection to the brand itself. The light emanating from the same
corner suggests a divinity with regard to the player. It is almost as if the spotlight is on him
through the text, and his shot will guide him into the history books.

The ever-present use of subliminal messaging is what really drives the advertisement,
creating a connection between the player and the brand. Subliminal messaging has been a key
factor in advertising for decades. In 1999, Harvard College conducted a study with computer
gamers, and found that the brief use of certain words impacted the way the gamers left the room,
building a strong case for subliminal perception. In Nikes Change...Just One Shot
advertisement, the brand pursues a similar path. The broadcast boards in the image are covered
with Nike emblems, and the logo appears on the shorts of the players, as well as just below the
text. Rather than coming out and saying buy Nike as it can help you change the world, the
brand is connecting the player changing the world. People connect with other people, and the
image forms a relationship between the main subject and the audience. The underlying Nike
imagery throughout the image, however, builds a relationship between the player and the brand.
Consequently, Nike form an indirect bond with the audience.

In preparation for the FIFA World Cup in 2010, Nike launched an elaborate campaign
title Write the Future in an effort to attract consumers. By using color, space, contrast, and
rhetoric, Nike successfully associates their image Change...Just One Shot with power and
immortality, effectively developing an indirect relationship with the audience.

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Bibliography
"FIFA World Cup." [Link]. Fdration Internationale De Football Association, n.d.
Web. 28 Oct. 2016.
Love, Dylan. "The Shocking Drink And Incredible Coke History Of Subliminal
Advertising." Business Insider. Business Insider, Inc, 26 May 2011. Web. 28 Oct.
2016.
"Nike Mission Statement." [Link]. Nike, n.d. Web. 28 Oct. 2016.
Nike. Ad Catologue. N.p., n.d. Web. 28 Oct. 2016.
Scala, Andrea. About Photography. Place of Publication Not Identified: Lulu Com, 2012.
Print.