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After a 7 a.m. breakfast of bacon rolled in a singed tortilla, John David is ready to leave for school. Dressed stylishly in a blue-striped button-down shirt, blue sweater, wide-pocket gray jeans and Nike sneakers, the sixth- grader hops up into the cab of his father's pickup truck for the ten-minute ride to Bedichek Middle School, where a majority of the 1,040 students are Anglo. After school, John David takes a city bus home...
From work, Helms drives a 1984 Oldsmobile -- he favors used cars -- to his modest home in Arlington, Va., which is furnished in what he calls "ancient fill-in." He slips on his gray Nike running shoes and what Dorothy calls "some old disreputable-looking pants and shirt" and watches the evening news. Often he tunes in Dan Rather, though he urged conservatives a couple of years ago to buy up CBS, which he sees as a citadel of liberalism. His favorite program is Highway to Heaven, about an angel come to earth. "Very inspirational," says Helms...
...next time you're watching TV with some friends and the Nike "Revolution" ad comes on without anyone raising a voice of protest, remember: you're not watching a sneaker commercial...
Take the Boston Marathon. Two years ago, Nike hung up a pair of giant-sized Sook Racers on the Hancock building. The advertising coup was completed when Ingrid Kristiansen won the women's race that year wearing Sock Racers. Sales of the Sock Racer soared...
Rock fans are complaining because a Beatles "classic" will be used to advertise Nike sneakers. But nobody complained when Tchaikovsky's Nutcracker Suite was used in a commercial for cat food or the Brandenburg Concertos advertised German cars and French mustard. My heart bleeds for the Beatles fans who take the commercialization of their heroes' songs so seriously...