The latest from Nike: Nike Grid and Nike Music Shoes

Two great campaigns by Nike released last week. 

1. Nike Grid - urban challenge for street runners in London. 

"London is your gameboard. 
You have 24 hours to claim your streets.
40 postcodes across London. 
North. South. East. West.
Grid phone boxes in each postcode.
Run between them. Score points. 
Run more. Score more.
Badges awarded for speed, endurance and stamina.
Play for your postcode. 
Get the glory. Claim the crown"

(by NikeGrid on YouTube)

Quite a self-explanatory video in combination with great mini-site and strong link to Facebook community. Easy to register thanks to Facebook Connect. Great aesthetics. 

But over that all - one more great example of combination of what digital technologies can do (and why they are attractive to young people) with some activites in real, physical live. The proof of "It is what you do that matters, not what you say!" once again. 

 

2. Nike Music Shoes (Wieden + Kennedy Tokyo)

Released around a week ago it got quite an attention from advertising and digital community. Because of cultural differences with Japan it is too early to judge how successful it could be. But it is attractive and fun anyway. 

Comments

[Verners]

I need to say: first example is brilliant and genius as (almost) always from Nike. Pure envy to such brilliant idea (even many already have done something in this direction).

But second... I saw it couple days ago. This time I don't get it. If there is nothing for real, why such theatre? It smells like viral video from land that sings. :) Except, of course, filming and editing is better. But I'm sure for 85% - Darlan would not approve it. And I would agree with him. :)

[Zigurds Zakis]

I discount second ad a little bit for quite a specific sense of jumor in Japan. It's there just for that - because it's unexpected for Nike, it's fun.

And, yes, it is very controversial particularly from brand condistency (what do we, Nike, stand for) perspective. Exactly why the first one - Nike Grid - is masterpiece (being unexpected and fun too)