Nike: Warrior Symbolism

This is one of my favorite advertisements of all time. Take a look...



The amount of symbolism is palpable. In familiar Nike fashion, an astounding amount of symbolism, motivating athletic imagery, and scariness all work in unison to effectively place Nike atop the psyche of many American athletes and sports fans.

Each of the athletes begins the commercial in a poorly lit grey enclosed space, standing poised in preparation for some type of battle or conflict. As the dramatic (and sort of creepy) music begins to really get going, each athlete begins to prepare for 'battle' by performing warm-up activities common to their respective sports. They each have an intimidating glare in their eyes, as it suggests that there is nothing funny or lighthearted about what is about to commence.

each athlete, depending upon his own personal attributes as a professional, suddenly appears with a mask that symbolizes the type of transformation that takes place as each player engages in the 'battle' that is a game. For example, Brian Urlacher, a linebacker for the Chicago Bears is known as a destructive brute enforcer. He hits hard and shows no remorse. His mask was a large cube of barbed wire. Imagery of a wrecking ball smashing into a wall, destroying all structural integrity was shown in parallel to Mr. Urlacher. His warrior persona is the 'wrecking ball'. Other symbols of note were San Diego Chargers running back LaDainian Tomlinson as a horned antelope, New York Yankees closer Mariano Rivera is symbolized by the mask he wears - a scorpion-inspired piece of head gear that pays homage to the deadly venomous qualities of the scorpion.

These masks serve as symbols towards the contention that these professional athletes, when placed in a competitive athletic setting, become something other than themselves. They become something fierce, scary, unforgiving, deadly, instinctual, primal. They take on the attributes best suited to make them unstoppable forces on the field. This is not unlike the internal psychological transformations - the masks we wear during our daily lives. For example, many of us are flat out uncomfortable with confrontation, but when faced with the situation in which we have to fire someone, we put on a mask. We convince ourselves, if only for 5 minutes, that we are the type of person with tough enough skin to be completely unaffected by stripping someone of their job - of their livelihood.

Every day, we put on masks that make us feel more comfortable, better equipped to face life's challenges. This Nike ad expresses it in impressive fashion - even as it's imperical purpose is merely to sell tight-fitting performance apparel.


Source: Youtube.com