The best way to sell or showcase a product is to convey the benefits customers derive out of its use. Usually, the image is one of people enjoying the use of the product or maybe, an image of how an item can change someone’s life. I like how this Nike store effectively conveyed their message at a glance. The large backlit showed an ordinary guy wearing Nike sneakers (very relatable), however; the body form in action shows how wearing their clothing may make anyone an awesome basketball player. In a few seconds, they conveyed that ORDINARY PEOPLE can become EXTRAORDINARY with use of their product.