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Nike in PITCH PERFECT 2 (2015)

Nike edges out Apple to be the most visible Brand in PITCH PERFECT 2 (2015).

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Despite having slightly less total screen time, Nike edges out Apple as the most visible Brand in PITCH PERFECT 2 (2015) due to much higher logo visibility. Indeed, Nike’s logo was visible in 92% of the screen time in which it appeared vs. only about 42% for Apple.

Nike features in PITCH PERFECT 2 in the form of shoes, tops, pants and even as The Bellas’ team tracksuits. These products are worn casually throughout the movie, but the biggest concentration of Nike products comes during the retreats scenes where many of the girls wear Nike sportswear. Throughout many of these scenes, Rebel Wilson is seen wearing a Nike t shirt along with Nike short leggings.

nike in pp2

This portrayal reinforces Nike’s image of a sportswear Brand that is equally appropriate for casual wear.

Due to main cast all being young women, and most of them being associated with Nike at one point or another, the Brand is strongly associated with the younger female demographic. If we look at US box office yearly top 10 movies from 2003 to 2014 we find that the average age of actors associated with Nike is 28 years old, exactly that of PITCH PERFECT 2’s main cast. However barely 10% of actors associated with Nike were women, so PITCH PERFECT 2’s cast will reinforce Nike’s low association with women.

nike in pitch perfect 2

Nike’s presence in PITCH PERFECT 2 (2015) is more substantial than in any US box office yearly top 10 movie as far back as 2003, when Concave records begin.

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