Nike makes the comparison between shoes and men. The advertisement is soliciting women runners, in suggesting that selecting a shoe is as important as one’s “sole” mate or partner. Nike uses words such as “dynamic”, “strong”, and supportive in suggesting that these shoes will provide everything the consumer ever wanted.
Nike cleverly interchanges the words sole and soul, to give the consumer a personal connection with Nike’s shoe. I believe this advertisement also taps into the passion of the consumer, letting the user know they have a choice in one’s commitment. The color and style of Nike’s shoe further demonstrates the purpose of this product is geared toward women.