adidas-basketball court

This is a print ad for a new Adidas basketball shoe. Adidas, which is based in Germany, is the second-largest sportswear manufacturer in the world and has been producing basketball sneakers in America since the 1960s. The advertisement portrays an African American male in athletic gear crouched on an outdoor basketball court, with his inner monologue printed in graffiti-inspired typeface just beneath.


Conduct a visual analysis of this advertisement. What themes emerge from the chosen setting, clothing and accessories, body language, typeface, and ad copy? Can you draw any parallels between this advertisement and other popular commercial depictions of African American masculinity? Finally, what do you think is the intended audience (or audiences) for this particular advertisement?

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