Necessary Purchase

Noah

Necessary Purchase

As I exit the parking garage in San Francisco, I see the monster towering over me. Standing firm at five stories high the light grey building with black trim appeals to the eye of every passer-by. In the cool wind, I am drawn across the street with the rest of the herd, to the eight feet high, 12 feet wide gateway to dreams. I pass straight under the great white swoosh, and I am herded onto the monotonously moving industrialized stairs until the top is in sight. All eyes gazed emphatically: the climb to Nike town was complete.

The elevator comes to an abrupt stop and the heavenly gates open. What is revealed on the upper floor far surpasses any expectation of the consumers. A new world of clothing and sports apparel is opened. However, it’s not much different from the first level, but is rearranged in a new pattern to deceive the customers. Blinded, confused, distraught-the customers scramble uneasily to every corner of the store searching for something new. Through all the commotion, an experienced customer has discovered the pot of gold. Through the mist of confusion he has spotted the 2010 world cup soccer ball. The Jabulani-white and gold, spherical and small, light and elegant-was perfect. He pushes his way through the crowd, grabs the ball, and confidently makes his way toward the cashier. Successful in his purchase, the man leaves content with his item. As I watch the remainder of the sheep grazing to be content, I realize this will never come for them. The people in this store search to find happiness everyday in a materialistic lifestyle that is never quite enough.

As I reflect upon the pack that entered the store, I noticed the main similarity between the people was that enough is never enough. The herds of people are bombarded with new accessories and clothes that always leave them searching for more. The power of the Nike symbol is spread across the world, and by bearing that symbol you represent the latest sports fashion. As the company of Nike influences the world to believe that their product is the best and most recent, people go mad to obtain it. As I enter the great gates of Nike I find myself gazing at the infinite amount of apparel stacked upon the steel enforced shelves. Not only am I just browsing but I crave to obtain these things, that are mere material objects. The American culture is about what’s next and “the new”. By this motto we are tricked into believing that the products we consume are a necessity and not just a privilege to have.The packed herd breaks apart darting in various directions. Helpless consumers run around the brown wooden floor running to merchandise they believe is necessity, while more experienced buyers browse their options effectively and effeciently. The mislead sheep run to bright yellow t-shirts and black pants and red shoes and orange cleats and green soccer balls and white jump suits and purple football jerseys and blue baseball hats until they need to rest on the benches conveniently provided at each section of clothing. The air reeks of money, and the peculiar smells of the San Francisco crowd. As the consumers run their paws over the silk material merchandise, it becomes a necessity for the item to be bought. As they rub their shoulder on the wind breaker hanging off the steel shelves, the individual believes the jacket is meant to be. One man rummaging through the basket-ball jerseys is literately throwing products off the shelf shouting, “Have it. Don’t have it. Need it.” Although all the clothing that one needs in a lifetime is present on this floor the needy consumers are unsatisfied. However, that’s when the six foot by six foot room is spotted. The great two foot think steel walls part, and there is a much excitement, as though Moses is parting the Red Sea. As the pack scurries into the elevator the door closes and our ascension begins.

Throughout the store there are experienced buyers and unfamiliar consumers. The experienced are calm, and the unfamiliar are frantic; the experienced shop wisely, and the unfamiliar buy everything; the experienced are strong individuals, and the unfamiliar roam in lost packs; the experienced are content, and the unfamiliar crave more. By observing Nike town in San Francisco, California it is determined there are things to buy that are necessary, but somethings that are unnecessary to buy.