The brand image is of Maurice Greene one of the fastest runners in the world as a symbol of the company. He is used as a symbol of the company because of the athletic ability he maintains and that buying this product Nike want you the consumer to think that this product will help you to achieve a similar ability. He is one of, or, is the fastest short distance runners’ in the world. To become a 100 meters champion one must have lightening pace or albeit explosive acceleration as the message suggests. This has been done in the past by Nike, by associating itself with top athletes such as Michael Jordan it is classical conditioning at its best Nike associating itself with top athletes. The brand is hoping that the image of Maurice Greene will stay in the long-term memory of the consumer. The fact that Greene holds the world record, an accomplishment only a few people have achieved, the brand is trying to identify with this that when you the consumer buys the jacket,you, too, can!
become part of this elite group of athletes that you the consumer can have a part of athletic history.
The message starts with the introduction of Greene and the 2-1 jacket. It is almost like the start of a traile
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