soc sport 3-9-08 - Josh Mittleman Nike: Don’t Do It This...

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Josh Mittleman Nike: Don’t Do It This commercial is focusing on the sub world of fans, athletes, and media viewers of all ages. Fans can relate to the Barry Bonds part of the commercial because everyone knows he was a great baseball player. His image has been tainted by the steroid “allegations” and controversy in the past year. Because of all the controversy, the record 756 th home run ball is on its way to be branded with an asterisk, as per request of an online poll put up by current ball owner Marc Ecko. Any sports fan knows Barry Bonds’ legacy as one of the greatest baseball players of all time, and therefore would understand the irony in the commercial. Athletes relate to the Bonds part because all athletes know that some players choose to cheat, while most choose to play fairly and safely. Every sport has a varying amount of cheating within it, but steroids in baseball has hit the limelight recently due to Congress intervention. An everyday athlete learns from this showing that no matter how talented people think you are, or what numbers you put up, or how many records you break, it is very possible and easy to tarnish your entire career and reputation by doing steroids or cheating, even once. Media viewers relate to the Bonds part because many people followed Congress’
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This note was uploaded on 10/06/2008 for the course SPORTMGT 210 taught by Professor Crosett during the Spring '08 term at UMass (Amherst).

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soc sport 3-9-08 - Josh Mittleman Nike: Don’t Do It This...

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