Based on this post by Paul Worthington of Wolff Olins.
Tom Brady bitchfacery notwithstanding.
Shannon O’Malley for Nike Women, via Modern Copywriter
Online banners challenge users to search for directions to “Beautiful,” “Unbeatable” and other personal destinations. When users submit the search terms Google Maps returns directional prose that speaks to the journey of “making” oneself. The map pinpoints Nike Women-sponsored athletic events in the user’s area.
An acquaintance posted this with the comment, “Is it not weird for Nike’s Jordan ad to criticize Nike’s Lebron ad? no?”
It’s surprising, but I think it’s actually a great ad. This is what LeBron has given Nike and W+K to work with, and it’s very savvy of them to change the narrative to, “OK, let’s watch LeBron grow up, let’s see if he can do it.” Incorporating Jordan as the stern-but-ultimately-loving father figure is brilliant because it allows Nike to confirm the fan’s perception of LeBron as a spoiled brat, but still enables them to position his story as the sequel to Jordan’s, and as a story worth watching. Under the circumstances, I think this is the most interesting thing Nike could have done with the mess LeBron handed them.
Edit: Tim tells me this ad is actually a mash-up of new LeBron content with an old Jordan ad from a couple years ago. I think my reading still works? Interesting nevertheless.
Edit: Here’s the original Jordan ad.
In 1994, when the World Cup first arrived on American soil, Nike’s soccer division brought in $40 million in annual revenue. This year, the figure is $1.7 billion. Together with subsidiary label Umbro, Nike is now the No. 1 soccer brand on the planet. Which is astonishing, given that 1) it’s an American company, and Americans still aren’t fully on board with this frou-frou soccer stuff; 2) Adidas, its major rival in the category, had been synonymous with big-time futbol for decades—long before swoosh-emblazoned soccer cleats were even a gleam in Phil Knight’s eye.
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Marketing helped establish Nike’s dominance in Soccer and crushed Adidas in the process. It should be noted that the Write the Future ad would have been an impossible dream in 1994.
(via wonific)
(via allisonsinspiration)
New app from Nike looks like it takes full advantage of the mobile web:
Aditionally the app reveals where new Nike events are taking place, where there are secret QR-codes in each city (i love they include even a QR-Code reader inside the application) or even new Nike products to be launched, creating a really interesting community where you can be rewarded on your own or by sharing to the rest of users.
From Adverblog.
