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Demographics:
Name: Shanice
Age: 30
Annual income: 40 000$
Gender: Female
Education: University degree
Occupation: Sales
Ethnic backround: African
Marital Status: Single
Psychographics:
Attitude:  Cares about branding-desire to be respected and to be treated as equal- Wants to be perceived in high esteem and prestigious.
Lifestyle: Active, always on the go.
Geographics:
Country: Canada
Province: Quebec
City: Parc-Extension
Behaviour and response:
Occasion for use: Plays tennis
Benefit sought: Looking for a higher purpose- Looking for respect through self-achievement and social acceptance
Usage rate: Plays around 6-7 times a week, at lunchtime of right after work
Degree of loyalty: High on the brands she trusts and that are well perceived by others.

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GENTLEMAN-SOPHISTICATED SPORT/
DEMOGRAPHICS:
Name: Garret
Age: 30
ANNUAL INCOME: 60 000$-100 000$
Gender: Male
Occupation: Lawyer
Ethnic background: Caucasian
PSYCHOGRAPHICS:
Attitude: Cares about branding+Wants to be perceived in high esteem and prestige
Interests: Reading, Travelling, Tennis, Golf
Lifestyle: Active and always on the move
GEOGRAPHICS:
Country: Canada
Province: Quebec
City: Westmount
BEHAVIOUR AND RESPONSE:
Occasion for use: Playing tennis
Benefits sought: To look like a professional tennis player
Usage rate: 4 times a week
Degree of loyalty: High on the brands that offer prestige and high esteem

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Nike is trying to increase market shares in the tennis industry.

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This Old 80’s Nike tennis advertisement contains no diversity in gender. It is a male oriented commercial. Nike tried to show that tennis is not only a formal gentlemen sport by incorporating heavy rock, which was one of the most popular music genre at the time. In this ad, the rock music in the background is used to appeal to a wider range of customers. Nike uses an authority figure such as a tennis coach that dictates rules not to break. However, the player protrayed in this ad breaks all theses rules in order to become better. This sense of boldness from the player combined with the rock music behind, sends an unspoken message of accessibility for all. The commercial itself looks like it is selling you the idea to play the sport of tennis rather than actually trying to sell you a Nike tennis product. Therefore, if you do get influenced by the commercial to start playing the sport, as a consumer, you would most likely purchase a Nike product, since it was the brand that converted you.

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The positioning in this ad is by situation. Nike advertises its gear as essential when playing tennis.
It is successful because you can can associate the nike brand to the sport of tennis. When the tennis player breaks all the rules of the authority figure in the ad, that tennis player embodies the slogan of nike "Just Do It".

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The goal of the ad is to increase social responsability through the empowerment of women, visible minorities and underpriviledged classes.

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The positioning in this ad is by leadership. Through Serena Williams, Nike implicitely conveys how the greatest player of tennis of all time only wears the best gear.It is successful because you can see how the greatest player of tennis of all time wears the Nike brand. Moreover, you can also notice how Serena Williams also embodies the Nike slogan "Just Do It" by listening to her coach and by succesfully performing all of his orders.

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CONTENT                                  -Nike tried to aim this commercial towards two type of consumers pulling them into the sport of tennis              -The first would be a white causasians male around the age of 25 and up with a high income since tennis is considered a upper class sport like golf.                                        -This commercial itself, invite that demographic into to playing the sport of tennis versus it actually trying to sell a Nike tennis product and communicates that this sport can be more than just a sophisticated gentleman pastime.                                       -The second would be teenagers and young adults, by incorporating heavy rock which was one of the most popular music gendras at the time that giving them a sort of belonging and invitation into the sport.                                      -Nike with the genius idea try to attract both demographic to enjoy and play the game, by  the commercial would make consumers to likely purchase a Nike product due to the facts it was the influence of the begging to take part into the sport.      

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CONTENT                                  -Nike tried to aim this commercial towards two type of consumers pulling them into the sport of tennis              -The first would be a white causasians male around the age of 25 and up with a high income since tennis is considered a upper class sport like golf.                                        -This commercial itself, invite that demographic into to playing the sport of tennis versus it actually trying to sell a Nike tennis product and communicates that this sport can be more than just a sophisticated gentleman pastime.                                       -The second would be teenagers and young adults, by incorporating heavy rock which was one of the most popular music gendras at the time that giving them a sort of belonging and invitation into the sport.                                      -Nike with the genius idea try to attract both demographic to enjoy and play the game, by  the commercial would make consumers to likely purchase a Nike product due to the facts it was the influence of the begging to take part into the sport.      

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-Shot in two different tennis courts
-Juxtaposition of many different videos (an old tennis instruction video and videos of Andre Agassi playing tennis)
-First part is black and white, an old man is teaching tennis, no music
-We can assume from his body language/the way he stands that he is "stuck up"
-The second part is very colorful, loud rock music
-Andre Agassi, famous tennis player is shown playing tennis intensly
-Fast-paced editing
-White males in the leads
-No product is actually put forward the emphasis is concentrated on Andre Agassi more than anything else
-Many different shots of differents parts of the body
-Zooms on the player's sweaty face

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-In the world of tennis, where it is a mostly caucasian male oriented sport, Nike tries to breakthrough to that norm by commercializing the elite player Serena Williams.
-Within this advertisement Nike tries to grab the attention of the  African-American youths, boys and girls to purchase their Nike tennis  product.
- By the influence of her prestige performances  Nike can benefit from the showcase of this commercial to boost up their sales, by the demonstration of how shes a elite player with a strong passion of this sport.

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-Two different settings, empty tennis court and tennis game with a crowd
-Little black girl/middle aged black woman in the lead
-Serena Williams, famous tennis player
-Dad is teaching the little girl how to play and encouraging her
-Juxtaposition of two different time periods
-The music is soft and isn't louder than the people in the ad
-MIx between long lasting shots and short clips
-The part with little Serena seems to be filmed with an old camera, the way the camera isn't steady gives it a more raw feel to it
-The quality of the image changes throughout the ad, because some videos were filmed a long time ago
-No product is put forward

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Business, Company Research
In this article, Simona Botti, an associate professor of marketing mentions how Nike has always been very adaptable. She also writes how Nike had no difficulties staying true to its brand. This article should be included because of its relevance and accuracy to the way Nike choses to make their commercials.
SANUSI, MICHELLE, et al. “The Swoosh of Creativity.” Business Today, vol. 23, no. 13, July 2014, pp. 86–91. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=96713606&site=ehost-live

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Nike’s famous check symbol is one of the most iconic trade-mark around the world. It’s logo creates a feeling of belonging and engagement in a community. Nike’s targeted consumers is very wide range from upper class to lower class individuals and  has no limitations in ethnicity black, white or any other races, it’s allows Nike to diffuse a mutual commodities of interest of the brand.

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https://www.nytimes.com/1990/07/10/business/nike-profits-increase-84.html
Sales increase by 84% that same year.
The ad seemed to have been commercially successful. This research does coincide with the fact that this ad was trying to target a wider range of people. Although the ad was portrayed though a specific demographics, psychographics, geographics and behavioural response, this ad did try to incorporate through the use of popular music of the time, a wider range of customers. Which can be linked with a 84% increase that year for NIke stocks.

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The ad was creatively successful. The ad did not win any awards however by using Andre Agassi as a brand promoter, Nike definitely tried to better its brand through the perspective of esteem and prestige. Moreover, the use of Agassi and him breaking all rules in the ad perfectly conveys the slogan of the Nike brand. This ad was perfectly done, subtle in the targetting of its market, efficient in the message it sent and succesful in the goal it tried to achieve.

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https://www.cnbc.com/2018/12/20/nike-earnings-q2-2019.html
Sales increase
This ad was greatly made. It was one of the many bold ad nike released this year. The boldness of this empowering ad for the female gender, visible minorities and less prosperous classes, was well used to target the general population. This vast market definitely led to Nike being a prefered brand for social responsible reasons, which increased their sales for 2018.

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The ad was creatively successful. It has not won any awards. Despite this ad not specifically winning any awards, this ad was complementary to multiple ads labelled DREAM CRAZY by Nike. One of the main ads of this gender empowerment campaign was the day after the oscars, the number 25th on YouTube trending page and was viewed approximately 3.5 million time less than 24 hours after its release.Moreover, this year, Nike has been using controversial ads in order to promote its brand. This ad is one of the many complementary ads that resulted after the Colin Kapernick one. This type of boldness in ads by Nike has showed promising potential in sales increase. After the Colin Kapernick ad, Nike shares rose 31%. In parallel of the race inequality in the states that resulted in the Kapernick ad, gender inequality, was also quite predominant in the year of 2018. With the #METOO movement, this ad of Serena Williams was a perfect fitting for this movement. Moreover, this ad also managed to incorporate visible minority issues and the problem of disparity in social classes in the states.

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- In terms of target market there is a vaster selection of people that are targeted by Nike Tennis, as we see a woman in the new ad in contrast of having a man in the old ad which was a lot more common back in the days to use a male public figure to advertise a brand. In general, these two ads are targeting the same type of audience; Tennis players who are looking to improve their performance.- Both these ads, although advertising the same brand; Nike Tennis, are using different approach to advertise their product. In the old ad, there is a clear purpose of wanting to promote the shoes, we could consider this ad to be product centered as it outlines all the advantage of wearing those shoes. However, the new ad is leaning more towards the psychological aspect of the audience. We can see that Nike focused mainly on perseverance and hard work instead of a particular product. Ads nowadays are focused mostly on notoriety and reflecting their values through famous athletes.- The purpose of both these ads is also different. In the old ad, it was to increase their revenue by launching a new product using Andre Agassi as central figure for their ad. In the new ad, the focus is mostly on social responsibility towards visible minorities and through the empowerment of women, Nike wants to improve their public image through this ad and using Serena Williams as central figure.

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- In terms of target market there is a vaster selection of people that are targeted by Nike Tennis, as we see a woman in the new ad in contrast of having a man in the old ad which was a lot more common back in the days to use a male public figure to advertise a brand. In general, these two ads are targeting the same type of audience; Tennis players who are looking to improve their performance.- Both these ads, although advertising the same brand; Nike Tennis, are using different approach to advertise their product. In the old ad, there is a clear purpose of wanting to promote the shoes, we could consider this ad to be product centered as it outlines all the advantage of wearing those shoes. However, the new ad is leaning more towards the psychological aspect of the audience. We can see that Nike focused mainly on perseverance and hard work instead of a particular product. Ads nowadays are focused mostly on notoriety and reflecting their values through famous athletes.- The purpose of both these ads is also different. In the old ad, it was to increase their revenue by launching a new product using Andre Agassi as central figure for their ad. In the new ad, the focus is mostly on social responsibility towards visible minorities and through the empowerment of women, Nike wants to improve their public image through this ad and using Serena Williams as central figure.

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Advertising Design, Creative Strategies Research
This article by Brett Shevack reports how many companies that make the choice of including celebrities in their advertisement can suffer from this decision. This article should be included because most of Nikes commercials include famous athletes.
Shevack, Brett. “The Brand Should Be the Star, Not the Athlete.” Brandweek, vol. 39, no. 37, Oct. 1998, p. 26. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=1158725&site=ehost-live.

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The message of this ad is to promote gender emporment. With all the recent accusations of sexual assault surfacing in the entertainment world, Nike chose to attack this issue with Serena Williams accomplishments. She is the greatest tennis player of all time, and with all odds stacked against her, she still made a name out of herself through hard work and dedication. Nike uses the fact that Serena comes from nothing and achieved everything to demonstrate how women in general are powerful and as fearless as men, and that they're potential should be aknowledged equally and not ignored. By putting Serena Williams as their star for tennis as, Nike is trying to inspire women, visible minorites and underpriviledged classes to achieve greater things.