Athletic Role Model Representation in Nike's 2019 Black History Month Advertising

Abstract

Every year Nike releases a series of products and advertisements for Black History Month (BHM). In 2019 nine commercials were released. Each commercial depicts a Black athletic role model. This study is concerned with how Black athletic role models are framed in Nike’s BHM commercials and the implications of those frames. In comparison to the vast majority of corporations, Nike is one of the few to actively support BHM. Because these commercials are one of the only forms of media that incorporates BHM to the public, it is important to understand what themes are present within them. The goal of this study was to examine the stories that these athletes communicate about blackness and leadership responsibilities. The findings showed that athletic role models described a complex relationship with athletics. Athletics served as both an escape from social realities and a means to change them. Additionally, sports dominated discussions about community engagement. Other channels of societal change such as academia and politics were absent from discussion. As a result, Nike’s BHM commercials frame a narrow experience of Black Americans.

Faculty Mentor: Kalyani Thurairajah

Department: Sociology