Nike's 'So Beautiful' everything hoped for

Garfield, Bob
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, p129
Trade Publication
This article discusses the issues surrounding shock treatment in the U.S. media as of November 1999, with regards to the television advertisements released by athletic apparel company Nike. The advertisements featured scarred and deformed athletes set to music by the song "You Are So Beautiful," by Joe Cocker. The advertisements were designed to generate a reaction from the public unlike the others, thus guaranteeing recognition for the brand. The advertisements also showed the commitment of the brand to the beauty of sports and athletic ability, which other brands have instead glamorized.


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