Nike and Foot Locker unveil campaign with ‘unique’ stars

Watch the new Nike ad here.

Nike and Foot Locker are unveiling a TV and digital campaign featuring trendsetting stars such as footballer Andrei Arshavin to promote the launch of the Air Max 90 trainer.

The “I am the rules” campaign was created by Wieden & Kennedy London and AKQA and is Wieden’s first campaign for the Nike Foot Locker European account since being appointed to the roster earlier in the year.

The campaign features a range of athletes, designers and DJ’s who take a unique attitude to their professions.

It was directed by Alex & Liane, a Berlin-based duo who have previously created videos for LaRoux, Cheryl Cole, Bloc Party and the Ting Tings.

Along with Arsenal footballer Arshavin, the stars of the advert include fellow team mate Marouane Chamakh, French World Champion boxer Ingrid Graziani and BBC Asian Network’s DJ Kayper.

The 60-second advert will be supported by AKQA-created digital activity, which includes a microsite and online banner advertising.

The TV and digital premieres in the UK on MTV on 15 August and then will be rolled out across the rest of Europe on 23 August.

The brief of the advert was to convey the message that the trainer was for people who write the rules rather than obey them, which is attempted through a ’celebration of colour, uniqueness and a rejection of convention.

The digital media campaign will include a competition, with competitors getting the chance to win tickets to watch Arsenal play at the Emirates stadium.

In store activity is also being included in the campaign, with staff at outlets swapping their trademark black and whiter jerseys for tops that reflect the colours of the Nike Air Max 90.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now