Reception Theory

Dominant
To suggest that no matter what upbringing you're coming from. Reebok is trying to promote their brand through 50 Cent's success. They're trying to push him across as successful despite having a very difficult upbringing and being surrounded by crime during most of his early life. 
Negotiated
Using 50 Cent to make the product seem cooler and more appealing towards the target audience, presumably teens.
Oppositional
That Reebok is trying to promote a gang lifestyle through their clothing, and also trying to appeal towards drug dealers/criminals through their use of 50 Cent and the fingerprint background on the quote.

On one side, I see why someone would see this as an advert to promote gangs/criminal activities as they have a rapper who raps about murder/drugs/women very explicitly endorsing their product, especially since the brand makes clothes such as hoodies/tracksuit's etc, this may often be associated with thugs/hooligans.

On the other side, they're using a popular rapper to simple promote their product, to presumably a younger audience, so it'd make sense to use a rapper that is listened to by predominantly teens, who'd also be interested in Reebok products.


 
Dominant
Nike is suggesting that their shoes will make you a better player with the use of the special effects which show Neymar as being stronger and faster. This is to attract a younger audience to buying these shoes for their sporting needs. Also the quote "Explosive Speed" further enforces this, which is most probably related to the material the footwear is made from.
Negotiated
Suggests to the youth that they'll be as good as Neymar as football. Also probably using a celebrity to appeal to a wider audience. 
Oppositional
They've made this sort of poster, which appears to have Neymar relying on his shoes rather than skill, this is to trick younger kids into buying the shoes with the image that they'll also be better.


On one side, it's quite obvious why Nike would make their product seem as good as possible so they'll go to greater length's to do so, suggesting the use of the quotation and special effects. This is also done to make the image more flashy and appealing to the eye for audience's to have some sort of pleasure out of looking at this advert.

On the other side, parents may find this as mis-leading at their children will see this advertisement and genuinly believe that the shoes will make you play in some sort of fashion. This may be annoying to parents as they then maybe forced into spending extra money on something they may find un-needed or useless.