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PUNKS JUMP UP

Nike basketball shoes are some of the most popular hooping shoes in the game. With athletes like Lebron James and Kobe Bryant being sponsored, of course the technology in these kicks is top of the line. The Nike Hyperdunk was a highly anticipated shoe due to lots of hype at the time of its initial release. Nike advertisements hyped these dunks up even more. In an ad I found they lead the audience to believe that with a pair of these shoes you can jump over opponent s on the court.

One ad I came across was the “PUNKS JUMP UP”. This ad was created introducing the shoe and its release date back in July of 2010. The first thing that drew me to this ad wasn’t the shoe despite the fact that is supposed to be selling the shoes; it was the guy in the background taking a face full of nuts. After taking time looking at this ad I was left to believe that with a pair of these shoes I wouldn’t be one of the punks who jump up. I’d be one of those bosses who jump over. That can’t be right can it? I, DeVon Benard could finally get those hops I’ve been longing for all my life with one pair of basketball shoes. Im not buying it, not the shoe that is (because I already have it) but I’m not buying the fact that I could jump OVER someone. But, Nike sure did a good job of making me think so with tools like color choice and poses of people.

The first and probably most noticeable tool is the color choice of this ad. The background is mostly black and that is a color that often means power. Not only is background black but the swoosh accent of the shoe is black along with the sole of the shoe. The sole which is on the bottom of the shoe transfers into meaning that you’re getting all of this power from your feet in order to complete the daring move of jumping over your opposing players which is very misleading.
Secondly the poses of the two males in this photo makes it all that much better. With a closer look we can see that the male on top is grabbing his crotch while he soars over what I like to call the “victim” on the bottom. To me in most cases, clutching your kahunas means that you’re trying to make a statement, as if jumping over someone and finishing at the net weren’t enough just go ahead and grab your nuts while you’re at it. While the poor guy on the bottom is being embarrassed his facial expressions say enough and he’s most likely just as shocked as I am (either that or his high flying opponent really hasn’t showered in a long time).

With all said and done, I hope that you fellow basketball players out there really don’t fall for such advertisements like these. Although they are extremely creative and well thought out, I know for a fact that it takes more than a pair of kicks to get anywhere near jumping over someone. You should probably start doing some very heavy lower body exercises before even thinking about trying it but as far as the shoe goes, it’s not going to magically give you hops. If anything, itll get you a few compliments and maybe intimidate opposing players on the courts.



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