There are few better ways to acquire the attention & money from consumers than to present to them controversial images and advertisements. The purpose of this study was to analyze Nike’s “Equality” (2017), and “Just Do It” (2018) advertising campaigns, for strategies in an effort to commodify racial equity and inclusion. Several themes were uncovered and discussed throughout this research, such as the use of notable bodies, the cultivation of neoliberal advertisements through neoliberal rhetoric, and the amplification of popular advertising strategy. Because of this, this research expands the growing area of research on commodified social issues, as well as contributing to the growing area of study on the influence of modern capitalism on society and consumer culture. This research utilized a visual ideological analysis, which aims to identify the ways in which Nike intervenes in a social controversy and converts racial equity and inclusion into a consumable good, or commodity.


Atay, Ahmet


Communication Studies


Critical and Cultural Studies | Gender, Race, Sexuality, and Ethnicity in Communication | Public Relations and Advertising


advertising, capitalism, commodification, consumer culture, Colin Kaepernick, neoliberalism, Nike, racial equity, racial inclusion

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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