Browsing: Nike

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Local artist Andrew J Steel fuses art with Nike shoes
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Last week, international shoe brand Nike celebrated 30-years of its Air Max shoes by teaming up with a group of young New Zealand creatives who it picked to push the envelope of design and showcase what they do best. One of those selected was illustrator Andrew J Steel, who picked up his pen and created some magic for the brand. Elly Strang talks to him about what it’s like to work with a global brand like Nike, and what’s next on the horizon.

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Kevin Hart goes running mad
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What at first starts as a standard celebrity endorsement video for a new product quickly descends into one man’s—completely unhinged—obsession with running in Nike’s new video series, featuring comedian Kevin Hart (and his glorious beard). The series is introduced via a short clip, showing Hart excitedly unboxing the new product. From there, the madness ensues, with Hart putting on his best impersonation of Forrest Gump crossed with the protagonist from Into the Wild.

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Nike brings a new meaning to personal training
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Nike has been one of the leading proponents of the quantified self trend with its suite of Nike+ products and Fuelband. Now, with the help of AKQA, it’s put some of that data to good use with the Your Year app and has created over 100,000 personalised animated films based on the activities of some of its more active users. And as well as celebrating the athletic achievements of its users, the videos also aim to inspire them to outdo their 2014 accomplishments.

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Innovation on rotation
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Nike is rightfully renowned as one of the world’s most innovative companies, and its approach to marketing those innovations is similarly creative. The company kicked off in 1964 and it released its first swoosh-enabled shoe in 1971 and since then it has released a huge array of footwear. So, as part of its Genealogy of Innovation campaign, 200 pairs have been brought together in a two minute film that charts “seven, game-changing eras”: Genesis, Reformation, Golden Age, Enlightenment, Rennaissance, Transformation and Revolution.

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Nike’s attack of the clones
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With the 2014 FIFA World Cup just around the corner, brands are doing their best to link with this prestigious event any way they can. Nike has just done it again with their latest spot titled “The Last Game”.

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Nike’s 2014 football push shows that pressure makes diamonds
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Nike isn’t an official Football World Cup sponsor. But when has that ever mattered? Back in 2010, it certainly didn’t stop it from riding on the coattails of the tournament and creating one of the best sporting ads ever made with Write the Future. Now it’s aiming to do the same for the upcoming tournament in Brazil with its Risk Everything campaign.

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Why runners run
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We’ve always thought runners are a bit of a mad bunch, and a new TVC for Nike by Wieden + Kennedy in Shanghai is further evidence. Let The Run Tell You Why, it says. Better yet, let the guy in the hotdog costume explain himself.

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Nurture the cream of your social crop
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If you don’t want your company to be the socially awkward kid in new world of communication between brands and consumers, make sure you look after your two-and-a-half percent, says Kiwi marketing guru Sarah O’Hagan.

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Rub of the green
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V’s latest campaign is all about adding some additional excitement to a “fairly mundane” sport. But the powers that be are also trying to enhance the sport’s perception, with a clip for the European Tour showing Rory McIlroy facing against a fast-talking golfing machine—literally—called Geoff and an ad for Nike featuring Tiger Woods that seems to be saying ‘shut up, golf IS a real sport’.

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Lancing the boil—UPDATED
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Lance Armstrong’s much-publicised interview with Oprah Winfrey made for prime social media fodder, with an array of quips, opinions and parody videos spewing forth following the confessions about his drug use (our favourite: “Hats off to Lance Armstrong. I tried to ride a bike whilst on drugs, hit a kerb and fell off and I wasn’t even going fast in France, just slow in Dunedin”). And, never one to miss an opportunity for a humorous contextual ad, Pak ‘n Save and DraftFCB have quickly climbed aboard the Doprah bandwagon too.

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Sporting greatness! DP&V! Or! Lefty! Pus fest! Cat herding! Catchy wee ditty! Dreams! Letters! Linkage!
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Nike’s ode to greatness, quite possibly the best Olympic video ever made, a male response to the Carefree ad, Coke Zero and Ken Jeong massacre a classic, men throwing things with the other hand, what some believe is a contender for the most disgusting ad ever, cat herding: it is possible, how to capture people’s dreams, a catchy wee Japanese ditty, some pretty cool lettering, 50 Shades of Angela Merkel, what the Fox, 36 things for the ultimate opening ceremony and the Chrome Web Lab.