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https://news.nike.com/news/watch-nike-you-can-t-stop-us-film

Advertisements are designed to evoke emotions to the purpose desired by companies. Elements in these advertisements combine to create meaning that could positively or negatively affect our lived realities. Hence, it is important for us to be diligent in digesting messages communicated to us from these companies everyday. In this essay, I will analyze how Nike combats stereotypes and advocates for unity in their latest ad campaign “You Can’t Stop Us”.

Released on July 30th this year coinciding with the NBA’s return, “You Can’t Stop Us” is Nike’s third installment of a series of advertisement campaigns under the same title. Narrated by the American soccer player Megan Rapinoe, the ad is edited in a split-screen style montage that seamlessly captures the movements of athletes around the world. A diverse variety of sports are featured in this ad, with clips from stadiums to neighborhood courts, of celebrity athletes and everyday folk. Musical score plays in the background of the narration throughout the ad, which ends with the message “You Can’t Stop Us” atop a black screen.

In typical modern-day fashion, the ad was published on Nike’s major social media platforms such as Youtube and Instagram, along with the conventional channels on television, and have since been viewed millions of times. The goal of the ad is to sell the brand and its core value of unity and inclusion. With its unique approach of not directly focusing on any specific product, the ad instead preaches a story with the message of hope and inspiration that is relatable to everyone, thus not limiting its target audience.

To analyze the impact of this ad campaign, it is important to first understand the context under which it was released. Debuting along with the return of the NBA’s season, the campaign is released in a time of uncertainty. The challenges presented by the Coronavirus pandemic, on top of the frustration with the oppression towards African Americans are weighing heavy on many of our hearts. Take the NBA’s return for example: while it generated a great amount of excitement, there were still questions raised regarding the safety of players, and its potential of being a distraction from the Black Lives Matter movement. People are cautiously searching for a glimmer of light, a sign of hope. Some say sports serve as an escape for people, and in this ad campaign, Nike uses sports as a metaphor to address the uncertainty in our society.

As shown in one sequence in the montage—gyms and ballparks are empty due to the fact that sporting events have been cancelled as a result of the Coronavirus outbreak, people are forced to stay home and responsibly social distance from one another. Despite these unfortunate circumstances, athletes have found creative ways to bring sports into their home, showing their dedication and resilience. When someone sees the inspiring clip of kids playing tennis in their living room and backyard, it could inspire them to also not allow their circumstances define their reality. The challenges presented by the current pandemic is a collective experience that we can all relate to, and knowing there are others going through the same experience can provide us with hope from the sense of unity.

While the split-screen style editing is well-received by many, its role in this ad is much more significant than a gimmick, it also serves brilliantly as a commentary to society. Through visually blending the movements of a diverse cast of athletes from one side of the screen to another, it highlights the commonalities in diversity. Regardless of someone’s ethnicity, gender, sexual orientation, religion, or circumstances in life, sports is an equal playing field. It is a powerful visual in a society where marginalized groups of people are denied the same respect and opportunities.

Moreover, conveyed by visual representation, togetherness and inclusion is at the center of this ad. “Us” includes all the different groups of people represented in this ad, and everyone that identifies with them. Thus, when it is said in the ad “nothing can stop what we can do together”, diverse groups audiences feel like they have a stake in this message. By seeing someone that looks like each of us in these powerful images, it informs us of our possibilities. For example, there’s traditionally been discrimminationa against women in sports, reflected by the lack of investments and coverages of their games, and also the pay gap compared with the male athletes. This montage includes many scenes of fierce, and powerful play by female athletes. Which not only directly communicates their worth, but also shows to younger girls that they too can be great in these sports.

Taking it a step further with representation, Nike has made a concerted effort to amplify the voices of African Americans and women in particular in this ad campaign. Lebron James, Megan Rapinoe, Colin Kaepernick are featured in this campaign along with many other outspoken sports figures. James and Rapinoe share a powerful moment in the ad with the line “we have the responsibility to make this world a better place”, right after a montage of many participating in the kneeling protest against police brutality inspired by Kaepernick. Traditionally, representation can be diluted by tokenism, which strips its meaning. Marginalized people were shown, but their narratives were painted by white male. In this case, their voices are uplifted with their messages being shown directly on a bigger platform. It shows that Nike is taking a stand with the beliefs communicated by these athletes.

In conclusion, I believe this ad campaign from Nike is one of the most important advertisements of recent years, because it shows how brands can advocate for change. By visually breaking stereotypes, and allowing marginalized people to be the voice of their platform, Nike indeed put actions behind their words.