With all due respect to the previous post I'm not sure how this campaign could be undermining professional atheletes. If you look at the content of the ad campaign they are simply creating brand awareness by encouraging public discussion on topics relevant in the world of sports today. One of the poll questions asks is fighting in sports ever justified? I argue that the recent fight at a professional basketball game between players and fans does more to undermine those players involved and the state of their sport than does this ad campaign.
Brand awareness is what this is about and at the end of the day I think they will achieve their goal among their target demographic consumer of their products: The self motivated performance athelete who isn't about doing their "thang", whatever that may be, for anything other than personal drive, desire, and dedication to performing.
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