Tag archives: nike

Take the challenge and win the NBA

I’d like to share with you an online project we are currently running here in Italy. This year we are going to have two Italian Nike players in the NBA, so we’ve decided to celebrate them and allow two of their fans to fly to the US and attend the match Toronto vs Golden State (the teams where “our” players play).

First of all, when you get on the site you have to decide if you support Bargnani or Belinelli. Then you face four challenges, that mix user generated content, an advergame and basketball knowledge.

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Nike Second Coming

This is not new, we saw video mash-ups already, but if you’re a basketball fan, you will like it anyway. Nike Second Coming, is an interactive experience which allows users to create their own basketball Tv spot. You can select from a wide range of short clips, and play with your heroes creating a video to share with your friends or on your blog. As said, nothing new, it’s again about proposing tools for user-generated content, but it’s very well done (I like the stylish/mysterious black design) and I believe it will be also very much appreciated by the young audiences.

Take it easy, John

In my January “madness” I didn’t manage writing about this campaign Olivier from DDB Paris forwarded me. It’s a series of in-store ads they’ve created thinking about John McEnroe’s unique attitude on the tennis court. I’m not sure if they’re ment to motivate the store staff or simply to amuse the customers…

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Nike, Laser Engineered

From Paris, a cool outdoor campaign by DDB for Nike… the new shoes are Laser Engineered, you can really tell…

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Nike, hybrid but lovely (and smart)

Nike has recently put online The Rise of the Hybrids, a series of three lovely animated webfilms to promote its Air Max 360 shoes “One Time Only”. Created by HunterGatherer, the videos are, as I said, lovely. They combine different art styles such as cubism and children book illustrations to create an animated path through evolution. I’m not sure the added value they provide to the shoes promotion, but I like them as an expression of art, and therefore as they support Nike as a brand.

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Google celebrates football with Nike

Two giants recently got married: Google and Nike have partnered to launch Joga an online community for football fans “by invitation only”. Since it applies the same concept of Gmail, I cannot exactly tell you what the site is about (I haven’t been invited in yet . But I can unveil (?!) the site will be available in 14 languages. The site is the next step in Nike’s Joga Bonito campaign on the way to Germany 2006. A series of short videos (by Wieden & Kennedy) is also part of the effort.

Want to be like Mike

Ok, if you stopped laughing after watching Volkswagen’s commercials, now I will make you cry with this Nike ad. If you played basketball and loved Michael Jordan, this ad will take you back to the time when you “wanted to be like Mike”. Absolutely amazing.

Nike’s blog not updated

Good news: Nike has started blogging (blog.nikebasketball.com). Bad news: Nike doesn’t update the blog (last entry is dated Feb 21st). Good to know we are all human: even the online marketing “monster” sometimes does something wrong. Actually looking at the blog’s content it appears to be related only to the Houston’s All Star Game, but I didn’t find any reference it was going to cover on such event.

Nike: Join Bode

Ryan passed me the link to Nike’s Join Bode site, developed by Opus Creative together with Wieden + Kennedy Portland. Maybe it’s already a little bit late to post about it, since the Olympics are almost over, but I believe it’s still very interesting from a marketing perspective. Join Bode presents several elements which show how smart Nike is when it comes to online marketing. Just browse through the site and discover elements like: community integration with MySpace.com; video content; silly advergame but perfectly in line with the “Bode brand”; Niketown store just one click away; the tree (and Nike ID).

Nike launches video podcasting push

Nike has just launched a multimedia campaign starring Ronaldinho and the new Tiempo Legend shoe. As NMA explains, the campaign includes mobile, online and video podcasting push. Nike is going to be the first brand to enable consumers to download Ronaldinho’s video on their iPod. There is no above-the-line media spend for the campaign, so Nike will only rely on word-of-mouth to spread the idea. The campaign idea is great, I mean, the fact that they combine digital channels to deliver the message, but I saw the video and it isn’t really as good as I expected. Ok, I’m not a big football fan, nor a football player but I found it rather boring.