This image appears in an article about the newly designed Riddell helmets with the title “The Future Of Football Helmets Has Arrived with the Riddell SpeedFlex” (Mitchell). At first glance this image just looks like a football company showing a picture of football players in their football gear to advertise their football product. Seems simple enough. Jordanna Matlon argues in her photo essay that commodity fetishism exists all over the world. she focuses specifically on the western impact on the Ivory Coast. One image specifically that she focuses on is an advertisement for Guinness beer that appeals to the Neoliberal desire of the man to work and have the social status of being a man (Matlon, 59). Commodity fetishism is a tactic used by companies to appeal to the desires of their consumers in order to stimulate the buyer in a way that makes them want to buy their product. If buying this beer makes the men in the Ivory Coast feel as though they are a part of the working class, then the desire will grow. The price of a beer is a small price to pay if it means that in doing so, you are becoming more of a man. That being said, with this idea of commodity fetishism being used to view this Riddell advertisement, it can become clear of what is actually being sold here. One part of this ad that stands out are the white streaks that surround the two players. It doesn’t take a trained eye to understand that this is meant to visualize speed. Although putting on a football helmet, no matter how advanced, will not improve a player’s speed, the implication that it might can evoke a sense that there may be a slight chance of being faster. More subtle evidence of fetishism here is the feeling that even at the high speeds of the sport of football, you will still be protected. Maybe this is how you can get that extra edge over the competitor. If you can fly down the field with no fear of injury, then it can make you that much better. That is what is being sold here. Not a football helmet but speed, fearlessness and pure athleticism. What price tag can you put on values like these? Apparently four-hundred dollars.