Did they really mean that?

Okay, so I'm watching this football game (sorry, Patriots fans, but there actually _is_ a limit to how many times you can win on a last-second field goal....)

And there's this ad, buncha basketball players (I think) and I'm not really paying attention, because that's what you do with ads, except the music nags me. Until I identify it, the Dies Irae thing out of Gregorian chant, as featured in "Totentanz" and "Symphonie Fantastique" and various Requiem masses.

Do they really want us to associate their athletic shoes with the end of the world and God's Wrath descending?