“That Ain’t Right” According to Nike

Edited by Rebecca Alexander

Nike’s new ad campaign for its Hyperdunk shoes features a series of pictures of basketball players getting dunked on in what’s considered the worst way possible: the dunker dangling off the rim, his balls dangling in the face of the man being dunk-ee. Gawker lays down the facts:

1. These ads do indeed depict what is widely considered to be the most humiliating possible thing that can happen to someone on a basketball court.

2. That humiliation arises from the balls-in-face aspect of the dunk, meaning it is fundamentally a homophobic sentiment. At least subconsciously.

3. Nike’s ad placement shows they’re appealing to a very specific basketball player/ fan demographic. It’s doubtful they’d use this same ad campaign for the general public, without some tweaks.

Do you indies agree? Is the ad world homophobic or is this just being taken overboard?