This Nike ad displays a new Gore-Tex running shoe, splashing into a puddle of mud; very extreme. Aside it reads a letter, apparently from the wife of satisfied customer. Her husband can not get enough running in the winter after purchasing this new shoe. He runs in Crested Butte, Colorado, a town that is known around the country and world for its extremism. The ad goes on to thank Nike for the introducing this shoe, as this women's husband has become somewhat obcessed with running in the winter now. What the ad does not explain to the reader is that each winter, this resort is home to the Extreme Games as well as the United States Extreme Skiing Championships, two of the most celebrated and well-publicized extreme events in the world. The manner in which the ad is written speaks to who the targeted audience is. The mere fact that the advertiser does not need to explain what Crested Butte is about makes this add more personal to the viewer. He or she knows that Nike understands the extremeness of Crested Butte and does not feel the need to let them into the secret.