http://www.youtube.com/watch?v=tAnlcW_ILyw
This is Tiger Woods’ first Nike commercial. It shows various shots of kids (predominantly African American or Asian American) looking soulfully into the camera and repeating the phrase “I am Tiger Woods”. Targeting the children most affected by sport entertainment’s capitalist hierarchy, this commercial still emphasizes notions of progress, empowerment, and racial equality. It seems that Nike wants us to believe that sport is the great equalizer.
Clearly, Tiger Woods image is a very calculated effort; in “Tiger Woods at the Center of History” Henry Yu addresses America’s craving for a new heroic black figure, and how Woods’ multiracial heritage makes him a perfect candidate. Despite this artificial representation of true equality, and Nike’s smarmy, capitalist ulterior motives, does this commercial-- or more broadly the idea of the “black sports hero”--- have any kind of positive effect on our current sport culture?
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