Recently I attended a swim meet at Ohio State University. The natatorium was everything and more. It had great seating, a crisp, clean 50 meter pool and a large rectangular diving well. The whole facility provided the perfect atmosphere for one to swim fast--really fast. Throughout my life, I have visited hundreds of pools, from state-of-the-art outdoor 50 meter pools with 20 lanes, to indoor 25 yard pools that were much less extravagant, containing only 6 lanes.
It is fair to say that I have witnessed many different kinds of pools each with its unique feel. So, when I stepped onto the pool deck at Ohio State, although I was slightly taken aback by its enormity and its contemporary feel, I expected the facility to be just another nice natatorium. Yet, as I looked around for the first time, something struck me- something I had never before seen on a pool deck in all of my traveling. On each wall there was a thin banner. On this red banner, written in white letters were the number of national champions, national titles, Big Ten champions, and team titles. This banner surrounded the lower level of the natatorium so everyone could see. The men’s accomplishments were on one wall, and the women’s on the other.
As I examined the banner, I noticed that directly in the middle of the banner was a Nike Swoosh. The list of accomplishments was very impressive, and no one could deny the success of the Ohio State swim team, but the Nike Swoosh said it all. The banner didn’t have to say “Nike” for one to understand the message, nor did it there have to be a long, complicated advertisement; all that was needed was the Swoosh. I think that this is very powerful because it shows the influence Nike’s marketing campaign has had, especially in collegiate athletics. It was as if all of Ohio achievements were a result of Nike, all of the dreams that have come true for the Buckeyes would not have been possible without Nike. This showed the impact that Nike has had, and how rhetoric, whether you are aware of it or not, is always present, even at a swim meet.
Yea, that's kind of one of those controversial things. Nike is placed in the same regard as teams that worked hard for those few words on a banner. Nike, however, bought their placement. They may financially make Ohio State swimming more viable, but not in the same way as the physical swim team does in order to be in on the same level as those winning teams.
ReplyDeleteAlso, I don't know where you are from but Episcopal Academy, outside of Philadelphia, has a ridiculous pool.