Nike Ads - emotional & cultural dimension

This ad works on an individual level and a cultural level:

The emotional inception: The above ad creates an association between the Nike brand and the idea of athletic excellence. Over time and with enough exposure, the customer will internalize this association. 

The cultural imprinting: The above ad creates an association between the Nike brand and the idea of athletic excellence, out in the broader culture. Later, when he's shopping for shoes, his brain will use this information (intuitively) to predict what his peers will think of him if he shows up on the court wearing Nike shoes.