OGL 481 Pro-Seminar I:

PCA-Symbolic Frame Worksheet

1) Briefly restate your situation from Module 1 and your role.

The situation that I am in is one where I am trying to reach out to an athlete/model and I
am going over the rules or guidelines that Nike has. The standards of working and
partnering with us if you will, a contract. This deals with public image, work
performance, etc. Nike holds a high standard for all those that we partner with…the best
of the best for the biggest sports company.

2) Describe how the symbols of the organization influenced the situation.

Nike is easily the number one athletic sports brand in the world. They have athletes in
every sport all over the world and they are constantly adding more who fit their criteria.
In Greek mythology, Nike is the Winged Goddess of Victory. The Nike logo is actually
derived from goddess' wing, 'swoosh', which symbolises the sound of speed, movement,
power and motivation. Nike is the symbol of victory and being number one so it makes
sense that whoever becomes a face of Nike would also have to be a winner and someone
who can live up to the name of the brand.

Seeing as how the image of a brand is so important to its well being and longevity it
would be important to have someone who upholds the symbol properly. Someone who
not only upholds the symbol but also pushes it forward. For example, look at the
legendary Michael Jordan and what he brought to Nike as a symbol. Jordan was the first
professional basketball athlete that Nike endorsed since they were coming in from track
and field. They were still relatively small compared to the other brands and even Jordan
was going to pass up on them until they made a deal he couldn’t refuse. Jordan then went
on to become the ideal image of success and victory, becoming a 6 time champion along
with a slew of other accolades. He revolutionized the sport and pushed the brand outside
of the country. When his stardom continued to grow, he also forced Nike to grow with
him. Same with players like Kobe Bryant and Lebron James (if we’re staying in the
basketball mindset).

3) Recommend how you would use organizational symbols for an alternative course of
action regarding your case.

This is actually a very difficult question to answer because when looking at how the case
has been laid out, I don’t believe there is cause to change the approach taken. Originally I
had set up a meeting to meet with both the athlete and the agent to discuss potential

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 endorsement opportunities. From there, a contract would be signed and we would from
then on be a backing for the player while they push our message of victory. I think this
concept is straightforward and does not need to be further complicated by adding in other
courses of action. That being said, if I were to use an alternative course of action it would
be somewhat roundabout but it would give me the answers needed.

What I would do would be to reach out to those who have mentored or coached the
player. Or even reach out to those who have played with said player. By reaching out to
these people I can have potential insight as to how the player is like on and off the
“field/court.” This is extremely important because people can put on fronts all the time
when in a meeting. They can answer all of the questions with the appropriate response
even if they don’t believe in what they are stating. By talking to those around him the
brand would have a better idea of whether or not they want to endorse said player before
the meeting has even begun. This would give Nike even more leverage than what they
already have.

4) Reflect on what you would do or not do differently given what you have learned
about this frame.

I wouldn’t do anything differently. When conversing with the player it will be made clear
as to what will be expected in terms of performance. Not to mention that if we are having
a meeting with said player then it would be apparent that said player is world class and is
worthy of being a part of the brand. The terms and conditions will also be made apparent
to the agent who oversees the player. Having said terms and conditions will allow for
Nike to back out of the contract if there is poor play.

It also goes further into detail that said player will be representing the brand so they are in
part a symbol as well. As a symbol they have to uphold the meaning of Nike which is
victory and “Just Do It”. There are no excuses or shortcuts to victory, there is only the
action of doing it. Any player who is associated with our brand will live by this motto and
if they don’t, or if they cause trouble for the brand then the contract can be terminated.

References:

Redding, D. (2021). What Does The Nike Logo Mean? | Culture Creature. Culture
Creature. Retrieved 2 August 2021, from https://www.culturecreature.com/nike-logo-
meaning/.

Nike's Iconic Swoosh Symbol Stuns Consumers Through Simplicity & A Deeper Meaning.
Designrush.com. (2021). Retrieved 2 August 2021, from
https://www.designrush.com/best-designs/logo/nike-2.

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Nike Logo History And Evolution: A $34.8 Billion Image. Fabrik Brands. (2021).
Retrieved 2 August 2021, from https://fabrikbrands.com/nike-logo-history-and-
evolution/.