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Tag Archives: Nike

Nike Stirs Up Controversy By Using Colin Kaepernick for 30th Anniversary ‘Just Do It’ Campaign

Former NFL quarterback, Colin Kaepernick, has a new advertising campaign with Nike, even without having played professional football since 2016.

Unbeknownst to most people, Kaepernick still has an existing sponsorship deal with Nike that was set to expire, but it was renegotiated into a multi-year deal to make him one of the faces of Nike's 30th anniversary "Just Do It" campaign, according to a person familiar with the contract. The person spoke to The Associated Press on condition of anonymity because Nike hasn't officially announced the contract.

Kaepernick's attorney, Mark Geragos, made the announcement on Twitter, calling the former San Francisco 49ers quarterback an "All American Icon" and crediting attorney Ben Meiselas for getting the deal done.

Kudos to @Nike who realized @Kaepernick7 is an All American icon Proud and humbled to have @meiselasb help to get this done https://t.co/fHKyRSNsU2

— Mark Geragos (@markgeragos) September 3, 2018

Kaepernick also posted a Nike ad featuring his face and wrote: "Believe in something, even if it means sacrificing everything.

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

The message is certainly fitting to Kaepernick's story. During a preseason game in 2016, he decided not to stand for the national anthem to protest racial injustice. Other athletes later joined in his protest, sparking a controversy that has been linked to declining television ratings for National Football League games.

"I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color," Kaepernick told NFL Media in an interview after the 2016 game when the protest began. "To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder."

According to ESPN, Nike has kept paying Kaepernick — who signed with the brand in 2011 — despite not using him in ads over the past two years. The company said it planned to bring him back at the right time.

"We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward," Nike V.P. of brand in North America Gino Fisanotti told ESPN.

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Serena Williams Inspires with Nike’s ‘It’s Only A Crazy Dream Until You Do It’ Ad Campaign

Tennis superstar Serena William is featured in a new ad campaign by Nike, who pulls on the viewers heart strings by featuring home video footage of nine year old Serena training with and being encouraged to dream by her father.

The ad skillfully builds a narrative around the idea that her rise to the top is no coincidence. It's built on decades of hard work dating back to when her father, Richard, trained her and sister Venus to dream big, work hard and become the best versions of themselves that they can be.

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Eleven’s Jeff Payne Mixes Energetic New Campaign For Nike and Dick’s Sporting Goods In ‘Play Like You Own It’

Eleven Founder/Mixer Jeff Payne encourages viewers to own their playing field in Nike and Dick's Sporting Goods' new campaign, 'Play Like You Own It.' The spot showcases various athletes, including soccer star Mallory Pugh, perfecting their game in the most unlikely of places, reminding the audience that sports can never be limited to the field or court.


Client: Nike
Spot Title: “Play Like You Own It”

Audio Postproduction Studio: Eleven
Mixer: Jeff Payne
Assistant Mixer: Andrew Smith
Executive Producer: Melissa Elston
Producer: Maddee Bonniot

About Eleven:
Eleven is a boutique, audio postproduction studio in the heart of Santa Monica, California, designed to serve the advertising community. Revered by top advertising agencies and editorial shops for its commitment to creativity and client service, Eleven has a long standing reputation as an industry leader in sound mixing for commercials and media. Eleven’s clients are drawn not only to the unparalleled talent of its Mixers, staff and technology, but also to the culture and intimate vibe that the atmosphere of the studios and facilities provide. Reflecting the humor of its Founder/Mixer Jeff Payne, Eleven was named as an homage to 'Spinal Tap.' (Not familiar? Do a little research).

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Clever Ideas, Great Ads 2018-07-22 21:46:00

Wieden+Kennedy Shanghai has tapped into Chinese ambitions for World Cup Soccer domination in their latest campaign for Nike football in China. Their 'Dare to Become' video spot was viewed 170 million timed during the tournament largely for its patriotic and aspirational theme, which has been well received by its Chinese audience.

Created by creative agency Wieden+Kennedy Shanghai, the video spots shows a future whereby the greatest football players in the world are Chinese and, as the agency put it “Manchester City fills their roster with Chinese players, and all of England cries after being drawn in a group with China”.

The work is designed to fuel optimism around China becoming a top tier nation that can both host and compete at international tournaments like the FIFA World Cup.

“This moment provided an ideal opportunity to present Chinese football fans and young athletes with a vision of what Chinese football could be, and who they could become,” said a Wieden+Kennedy spokesperson.

“Nike wanted to inspire China’s young football players by giving them a dream to chase. And having reached 170 million views in only a few days after launching, the film has clearly struck a chord.”

Directed by Ian Pons Jewell, the TV spots got very real by recruiting teenage football players from the Nike Football League in Beijing, Shanghai and Guangzhou. The campaign played on Chinese TV throughout the World Cup.

About Wieden+Kennedy
Wieden+Kennedy was founded in Portland, Oregon, in 1982. The agency has offices around the world including Shanghai and Tokyo. As well as Nike, its client list includes Coca-Cola, Facebook, Heineken, Honda, Levi’s and Procter & Gamble.

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Nike and Yard Release ‘Ousmane’, Documentary About Footballer Dembélé’s Rise to Fame

One year after the release of « Concrete Football », the first documentary on street football, YARD and Miles introduce a new biographical mini-series on athletes. The debut episode, “Ousmane” offers a portrait of French footballer Ousmane Dembélé.

Three professional seasons, three teams. Since 2015, events in the phenom’s life have moved as fast as Dembélé himself. The new episode takes a look at the young athlete’s soaring career, from his debut in France’s Ligue 1 for Rennes, to his tumultuous stint at Borussia Dortmund, to his arrival at his life-long dream team, Barcelona.

The portrait also looks at Dembélé’s humble beginnings and the role he plays in his community, as a big brother figure and as an inspiration for children practicing day and night to follow in his footsteps. The tale of a young dreamer who, as a kid, set his mind on one day playing for Barcelona, as told by his fans, admirers and those he continues to inspire.

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YARD Pays Tribute to Greater Paris for Nike’s Air Max Day

Yard stages 2 events for Nike’s international Air Max Day 2018.

For the unveiling of their latest sneaker, the new Air Max 270, Nike and its agency Yard decided to cross over city lines into the greater Paris region, known as “Grand Paris”. Bucking traditional retail trends, the brand and Yard headed to the capital’s outlying suburbs and, with the support of several French influencers, installed pop-up shops in building entryways’ in neighbourhoods just outside Paris, giving residents an exclusive sneak peak at the Air Max before it hit stores.

A game-changing way of going about business, the new model flips tradition on its head and allows for influence and exclusivity to take hold outside of Paris, before working their way to runways and swanky stores. More and more trends are popping up in the suburbs, where the stage is being set for tomorrow’s fashions. With this premise in mind, Nike and YARD decided to launch the new Air Max 270 where styles are being born. With the help of 2 icons who grew up in Grand Paris: actor Lucas, who is also an affiliate of the rap group PNL (Corbeil-Essonnes) and rapper/entrepreneur Mac Tyer (Aubervilliers), the brand and its agency ventured beyond city lines to target today’s trendsetters.

Nike’s Air Max Day campaign continued with Nike ON AIR, a series of design workshops held in 6 major cities around the world, reuniting sneakerheads, brand afficianados and the greater public.

The Paris event used Grand Paris as its theme, and offered a special contest, which gave participants the chance to design their own version of the Air Max shoe, using their city as inspiration – a rare opportunity to become a brand designer. The winning design, revealed May 14, is a new Air VaporMax Plus, which will be available in stores April 2019.

4000 visitors in 2 days
2300 entries
150 semi finalists
3 finalists

In addition to the pop-up stores, YARD launched a parallel national print and digital campaign for Nike featuring French trail blazers from Grand Paris: rappers Rémy (Aubervilliers) and Moha La Squale (Paris), comedian Ohmondieusalva (Etampes); director Lucchino Gatti (Soisy-sous-Montmorency), boxer Bambi (Issy les Moulineaux), and biker Michay (L’Haÿ-les-Roses).

The campaign generated 30,000 pairs sold since the launch

Creative House: Yard Agency, Paris, France
Co-Founders / Managing Directors / Creative Directors: Tom Brunet & Yoan Prat Creative Lead: Güllit Baku
Art Directors: Arthur Oriol , Yoann Guerini
Account Manager: Yohana Mehretab
Project Director: Alice Lemoigne
Production: Arnaud Orengue
Video Production: Miles TV

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