Abstract
ABSTRACT In this article, the author examines Nike’s engagement with LGBTQ+ communities through its Be True products and campaigns. An analysis of Nike’s official statements about the line, and its advertising campaigns, illuminates how Nike encourages an incitement to visibility for LGBTQ+ individuals without attending to the material consequences of doing so. The author also unpacks how Nike yokes the embodiment of idealized identity traits to its products, a process identified as commodity actualization. The goal is to highlight the role that market activities play in supplanting traditional activism and to make the unstable relationship between visibility, truth, and equality legible.
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