Media Bites – Nike & Urban Youth

This week’s Media Bites takes a look at a new Nike commercial that is promoting their line of skateboard shoes. The spot is attempting to position Nike as a company in touch with edgy, urban youth, even youth that defy authority. The commercial also features the music of Ice Cube and P. Rod with the song “Today was a good day.” Nike can appropriate all the urban dissident culture it wants to, but in the end Nike is only interested in selling their high priced shoes.