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... Nike's slogan "Just Do It" you do not think of the high performance plastic used in the making of the trainers, but instead think of how well you could perform in Nike clothing, trainers, equipment etc... Nike has instilled this implicit ideology into its consumer through many advertising campaigns. The Secret Tournament campaign used by Nike in 2002 is a prime example. Eight teams of three are shown sneaking through the shadows to convene on a giant disused container ship for the sudden death match, which features football players such as, Brazilian Ronaldo, Arsenal striker Thierry Henry, Brazilian Roberto Carlos, Portuguese player Luis Figo and Manchester United's Paul Scholes. Eric Cantona appears dressed in a suit and carrying a cane to play ringmaster in the contest. The fact that there is a host of well-known international football players that take part in the campaign automatically links Nike with skill and ...