Who is the product aimed at?
The product is aimed mostly towards a male audience who live an urban lifestyle as the background looks very dark and gritty, from a females perspective this advert wouldn't be very appealing as the colours are very dull, even though there are some bright colours used such as red and yellow. Also there is a male who is playing football in the advert, which is the focal point of the image, and football is typically dominated by males, so this advert would generally attract young teenage boys

What does the font and copy say about the product?
The font is very urban like the picture itself, and the tag line is very large so it stands out. The font in large 'who rules?' looks as if it has been written as graffiti, the background is also set in some type of estate, so the font suits the whole image in itself.    

This is a long shot that promotes Nike, The lines from the sky are all pointing towards the focal point which is the boy playing football as the rest of the background isn't significant, and he is in colour maybe to show how football brings vibrancy in his life, and the contrast of the background and the boy could show escapism from his community.