Shoes Nikes

Shoes Nikes

A Nike shoe does not have any meaning until someone buys it and gives it social significance. For example young people can identify with sports celebrities like Michael Jordan. They see him in the adverts and think that if they wear the Nike trainers then they will be like him and have a part of his lifestyle.

When someone buys Nike shoes, they may be imagining themselves in the shoes and thinking about how they might look in front of their friends. 'Consumers are looking for brands that mesh with their personalities.' (Goldman and Popson, 1998: 18)

Shoes Nikes