"Does Nike’s ‘Greatness’ Ad Exploit Fat People?"

From Time

Review by Dominique Fitzgerald in KIN 501

The article takes a look at various people’s reaction of seeing the new ‘Greatness’ ad from Nike featuring Nathan Sorrell an overweight 12 year old boy. Many people found that the ad was refreshing, inspiring, and amazing something Nike would normally not do; whereas others may have found the ad to be unclear or another way to combat myths. In my opinion I believe the Nike’s ‘Greatness’ ad focuses on the everyday person trying to achieve greatness whether its through running to loose weight, wheelchair racing, or playing soccer.

According to the article Dr. David Katz Editor-in-chief of the journal Childhood Obesity found the ad ambivalent because he was uneasy with the message that Nathan is chasing greatness by running. I do not think Dr. David Katz took in the idea that making the choice to become healthier by running that Nathan was making the choice to be greater. I also found that the ad helps people focus on their obstacles and how finding one’s greatness through their obstacles can bring pleasure into one’s life. Also Dr. Katz did not realize that greatness does not come over night but it is something that one has to work at everyday. So for millions of Americans to see Nathan in the early stages of his greatness is inspiring.

Based on the article other people believed that the ad is attacking the myths or notions that obese and overweight people are lazy, live for junk food, and are lacking in willpower or self-discipline. I found myself agreeing that the commercial does fight the pre-conceived notion that obese/overweight children are not trying to fight against obesity or being overweight because it seems people are very quick to generalize one form of demographic based on a few. Rochman further expresses my opinion by stating that, “ by featuring and overweight boy in their ad ( in a respectful manner), Nike challenges the stereotype that overweight youth are inactive, and shows that body size has nothing to do with a person’s ambition or ability to push themselves to achieve their goals. America has put greatness on a petiole that it is something that is allotted to a few people and everyone else has to stand by and watch others achieve it. I believe Nike is stating is that greatness is not given to certain individuals but greatness is simply having the guts to make a choice to become greater than who or what we are in essence it is centered around respect.

"How being open, honest and professional can build a brand"

From SportsBusiness Journal

Review by Philip Pierce in KIN 501

Ryan Richeal’s article How being open, honest, and professional can build a brand summarized the success former Red Sox owner Tom Yawkey accomplished with Fenway Park and Boston Fans.

Guided by his personal values, Yawkey focused on the team and not individual players. Moreover, Yawkey knew the importance of connecting with Boston’s fanatics and made it a priority to build that relationship.

Richeal’s article combats some of the most obvious reasons a brand could falter such as the team’s recent poor performance and unfortunate traits of social evolution. “People are more transient, attention spans are shorter,” Richeal writes, “expectations are higher and more immediate.” (Richeal, 2012.) Despite the obstacles, Richeal urges “any company should start by recognizing the value of reputation.”

The Red Sox traded Babe Ruth but have always seen the value in their employees. The Red Sox disposed of Roger Clemens in his prime but will always embrace the community. And most recently, the Sox unloaded Adrian Gonzalez, Carl Crawford, and Josh Beckett to the Dodgers while staying true to Red Sox Nation – the fans.

Richeal highlights those three crucial pieces (employees, community, and fans) as a foundation to creating and maintaining a reputation that will build a brand. “Encouraging employees to be socially responsible allows them to benefit from better teamwork and greater work satisfaction,” Richeal writes. Furthermore, social responsibility extends beyond the Green Monster out into the community. “A truly successful effort will link prosperity between the team, its employees and the community to result in the long-term emotional bond of the team,” he adds.

Yawkey’s idea of a social conscience is reflected in Boston’s Customer Relationship Management strategy and has given them a marketing advantage over other teams. “All organizations should realize that the health of a community is interwoven with the health of a team”. (Richeal, 2012)

I could not agree more with Ryan Richeal’s ideas for building a successful brand. It seems like many brands in turmoil, the organizations or athletes that fill recent news headlines are in a branding nightmare because they forgot one of the three: openness, honesty, or professionalism. In addition, I think Richeal hit the bull’s-eye focusing his article on three central components of sport brands: employees, community, and fans. Richeal is right, times are changing. Some teams respond by spending more money but I agree with Ryan, invest in more time, effort and thought.

People are the backbone of sport teams. The more teams can connect with their people, the more fanatics will emerge, and the backbone to the business will be strong. In Tom Yawkey’s case, a Nation will be formed. “Teams don’t have the luxury of building on decades of tradition any longer,” Richeal added, “but, as Yawkey taught, stay true to the brand, and love and respect the customer. The team will be rewarded with a stellar reputation and a fan connection that is stronger and more enduring than the average business-consumer relationship and less influenced by the cycles of on-field performance and off-field competition.”

JMU Sport and Recreation Management Practium/Internship Information

Attention all JMU sport and recreation management students!  

Please be aware of the meeting dates for spring practicums and internships.  This semester and next, there will be separate meetings for KIN students and SRM students.  Any KIN student that attended a spring meeting will not need to attend again.  The meeting for SRM students is mandatory, even if the student attended a spring session.

Also note that this is the last time KIN students can attend a meeting to be eligible for KIN 472.  The last KIN 472 will be this spring; the last KIN 482 will be next summer.  Individual meetings will not take place this semester.

Please click one of the links below for meeting dates and times:

Informational flyer for KIN students

Informational flyer for SRM students