The postmodern advertisements of Wieden+Kennedy and their imitators introduce a commodity-without-qualities, a commodity whose power to segment markets and differentiate itself from competitors is not a design feature but a rhetorical—or dare I say, poetic—one. They do this by following their antecedents in the 1960s and parodying the comparative structure of advertisement—as in the Lee/Jordan ad—but unlike those early ads they do not reintroduce comparison; comparisons are impossible, so the logic of the ads would imply, in light of the unique values that individuals bring to the items on display. Nikeism is a kind of Nietzscheanism for the rabble.