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Nike’s Communication with Black Audiences

A Sociological Analysis of Advertising Effectiveness via Symbolic Interactionism

The Ohio State University

An increase in the size and resources of the Black consumer market has prompted many organizations to increase their understanding of the challenges of devising marketing communications to appeal to Black consumers. The influence of culture on communication strategies aimed at ethnic groups has long been realized by marketers and advertising professionals. However, what remains a challenge is the means of adapting an effective (yet nonoffensive) culturally-based approach of marketing communication. Given the salience of sport to Blacks, this is a challenge that sport organizations should also address as they devise ways of advertising and communicating sport products and services to Black consumers. This article will employ the tenets of symbolic interactionism, to analyze Nike’s advertisements as vehicles to communicate with Black audiences.

Journal of Sport & Social Issues, Vol. 23, No. 3, 266-286 (1999)
DOI: 10.1177/0193723599233003


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