Running head: ST. ROONEY
St. Rooney
Carla Santiago-Gonzalez
Texas A&M International University
ST. ROONEY
St. Rooney
In attempt to bring enthusiasm, nationalism, and celebration, Nike instead brought
controversy that stirred the entire U.K. in 2006 prior to the world cup for soccer. Although
unintentional, Nike's use of ethos, pathos, and logos in the St. Rooney ad was ineffective in the
matter of religion. Adidas has taken over the 2006 World Cup as an official sponsor leaving
Nike in the pits of nothing. Willing to create sells for soccer shoes, apparel, etc., Nike publishes
a billboard ad in the U.K that will be in the minds of Catholics across the nation of England.
Joanne Oats declared(June 21, 2006) the creation of Nike's 2006 ad was made by
Wiesden & Kennedy London and was
unveiled in June, which appeared in
newspapers, the press, billboards, and most
prominent, a 60 foot execution along the
M4 in West London. As a leading striker
for his country, Rooney was used in the
Nike ad to celebrate his return to the World Cup after an injury of his m He was painted in white
and drenched in blood red paint across his arms, face and chest that resembled a cross, portraying
the St. Georgia flag with Nike's motto "Just Do It" in the right lower corner. In a crucifix
position, Rooney is letting out a "war-cry" that many may find chilling, yet empowering towards
the world cup. It is a chilling image because the paint is wet and really looks like blood
mentioned Stephen Pound (2006). Daily Mail Online mentioned that this image was in fact a
three hour photo shoot a few weeks before the unveil day and Nike decided to publish it to
celebrate the return of Rooney as his starting position will be likely since his injury. A Nike
spokesperson has mentioned that the ad will not be international. The development and the
ST. ROONEY
unveiling of this ad have created uproar of controversies throughout the nation as Nike tried to
fend for themselves.
The St. Rooney ad's use of pathos is offensive and aggressive to those of religion. Stephen
Pound stated (2006) how the image was truly horrible and the offense it takes by showing the
suffering of Christ which will cause real harm to people. As mentioned, the image gives off its
aggression with the warrior cry and it is something that the public can do without. Stephen
Pound also remarked:
"The other aspect of it is the aggression contained in it, bound up with the flag of St George,
which you might see as a throwback to the Crusades, which is hardly going to go down well with
Muslim countries. It's offensive on several different levels."
Nike has mentioned that the intentions for this add was not meant to be offensive in any matter
and that it was "intended solely for the celebration of Rooney's return to the team" and nothing to
do with the crucifixion. Citizens in London had to face the disturbing photo as they drove by in
their daily lives until the end of the World Cup.
The use of Wayne Rooney in the St. Rooney was ineffective and hypocritical in which
the company used ethos. Nike launched new boots, the Nike Air Zoom Total 90 Supremacy,
which Rooney wore in competition. Simon Burnton reported (2006) that the shoes caused injury
to two England players, Rooney and John Terry, caused by the blades in the footwear. Rooney
slit Terry’s leg, causing a slit that required 10 stitches, and later in the game, Rooney broke his
fourth metatarsal. During Rooney’s recovery, Nike held a three hour photo shoot for the St.
Rooney ad to celebrate his return from Rooney’s injury…that Nike has caused. The use of
Rooney in the ad is not a credible applicant to promote any Nike apparel due to his injury.
ST. ROONEY
The use of logos in the St. Rooney ad is ineffective because the logic behind creating a
human flag has turned its ends backwards. Painting Rooney white with a red cross across his
body has created uproar of controversies throughout the city and nation. Logically, if someone
who does not follow any World Cup series would feel immensely offended for they are not
aware what the ad is trying to portray. Nike has made the mistake in this ad by unintentionally
resembling the crucifixion of Christ. The minds behind the creation of this ad was not thinking
logically of what the image stands out to be versus what it is supposed to be.
All in all, Nike’s attempts to sponsor Wayne Rooney in their 2006 World Cup ad
impacted the company negatively. There was no consideration nor logic involved through the
making of the ad. In the attempts of restoring their reputation after Rooney’s injury was a fail
because it was a hypocritical move by using the same player who got injured in the St. Rooney
ad. Nike has created fantastic ads in the past, but the year 2006 was a downfall in sales and
reputation making Adidas rise in the sponsorship of the World Cup.