With the present NBA lockout the shoe world is forced to advertise and campaign their products differently. Nike has chosen a clever slogan for their campaign: basketball never stops. This is a very effective advertising strategy because this slogan appeals to the emotional aspect of Nike in regards to their basketball enthusiasts. The target audience is drawn to the message that even though their is a present NBA lockout Nike shoes allow the individual to continue to enjoy all the aspects of basketball. Nike has chosen to highlight this advertisement with many of the NBA's greatest stars. If Kevin Durant, Dirk Nowitzki, Amare Stoudemire, and LeBron James will continue playing basketball than so can the viewer; hopefully in a pair of Nike's shoes.
The one part of the commercial that I have a hard time understanding is why they would use Coach K for this commercial. He is the Duke University head basketball coach and was the former Gold Medal winning Olympic coach. However, he has nothing to do with the NBA lockout. I'm not sure if Nike's underlying tactic is to try and entice the viewer to watch the college teams like Duke since there might be the possibility of an entire NBA season lockout.
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