Nike Viral

Viral videos are popular in last decade. They sprang into existence in 1996/1997.
("what is viral videos" for beginners from wiki)

Obviously they are hilarious, attractive and "easy-to-share", so there is a quite big point for you to send it to your friends or put on your Wall on your Facebook profile, etc.
Whats more, if the execution is proper, question "FAKE/REAL" is openned and there are still loads of people, who believe in every viral advertising.
In conclusion, viral videos are cost-effective tool
(no media buying) of brand building.
So it makes BIG sence to use them, but if you are wondering, how they can get a feedback or measure it, check this case study of Engaged Reach for Kobe Aston Martin Jump:
"The original and viral placements of the Hyperdunk Campaign accumulated more than 16 million views in aggregate.
... the Nike Hyperdunk viral video campaign attracted over 35,000 comments."

Couple of NIKE virals:
"Taylor Momsen Escapes Paparazzi"

You can clearly see swoosh on bra and sneakers on one of the Gossip girls.

"Ronaldo Spot" (probably 2006)


"Ronaldinho- Touch of Gold" (2007)

Agency: FramFab

"Cristiano Ronaldo vs. Bugatti Veyron"
The race between the fastes car and the fastes football shoes.

Who is the winner? Really? Come oooon.

"Kobe Jumps Over Pool with Snakes"
Starring Jackass.


Previews one:
"Kobe Jumps Over Aston Martin"


Actually, in case you believed in all of these videos, probably you would believe in this:

and this (my favourite one):

It is just argumentation, but think about it!
haha

Andre Agassi Special

Everybody knows Andre Agassi. I really admire that guy, he was one of the best in his sports. He had special style. I mean:
- style of playing
- style of outfits (he loved neon colours- as you can see)
- especially his hairstyling (haha)

He was Nike from 1988 to 2005 (nowadays he is Adidas).
In his book "Open"(2009) he revealed his drugs period of life. In 1997 he was taking hard drugs like crystal meth (speed):

“There is a moment of regret, followed by vast sadness. Then comes a tidal wave of euphoria that sweeps away every negative thought in my head. I’ve never felt so alive, so hopeful — and I’ve never felt such energy.

“I’m seized by a desperate desire to clean. I go tearing around my house, cleaning it from top to bottom. I dust the furniture. I scour the tub. I make the beds.”

source

So here we go, back into crazy 90s:
Prints:









Products:






Videos:
1989: Nike Air


1990: Agassi feat. Red Hot Chili Peppers

Fucking crazy, combination of tennis and rock and roll.

Agassi/McEnroe


1992: "Athletic footwear: Bouncing TV"
Created by Wieden+Kennedy. Award: Golden Lion and Cannes Lions 1992 Film Gold.

"Rules Of Golf"


1995: guerilla with Pete Sampras

It is 14 years old, cant believe it.

Another funny one with Pete Sampras

Nike Sportswear Viral

Nike Sportswear:
Designed for Sport. Remixed for Life.
Main products: sneakers and windrunners.

Check couple of Nike Sportswear campaigns:
No.1:
"Nike Retro Windrunner"

This shit ROCKS.
Production company: El Nino, Paris, 2008.

No.2:
"Slow Motion Ads"




No.3:
"Nike Sportswear: Lucky"
Trilogy about young boy and his jacket. Created by Chris Robinson (Robot Films). Half sitcom, half reality show, whole funny story with Ludacris big up. Here are all episodes:

MVPs: LeBron and Kobe

Most Valuabale Puppets (originally "players") is awesome Nike campaign.
Lebron James and Kobe Bryant are presently the best players in NBA, whats more both of them are on the Nikes endoresment list. And here we are.

These commercials were played throughout the playoffs in 2009. So the "hit" was strong.

The BIG IDEA of this campaign was really big, extraordinary, funny, etc.
I found opinnions like
"This particular ad campaign is one by Nike that I will never forget."

I found 12 episodes created by Wieden+Kennedy, Portland.
Here is my choice TOP 4:
1. "Puppet Chalk"

If you considered LeBrons previous "Chalk" commercial for his Nike ZOOM VI, hilarious!

2. "Lil Dez"


3. "Quickness"


4. "Celebration"



All Episodes:

Little Rascals

Campaign from WNBA world, which promotes ballshoe for young ladies.
In my opinion really good serie. Small girls talks straightforwardly to players, how easy and hilarious. Two thumbs up for execution.

I found 6 parts from this serie, and here is my TOP 3.

Nike and the Women

I read couple of articles about this topic and I was really surprised, how fascinating the whole story from problem to solution (not just campaign or campaigns) really was.

Background:

'Nike is for men, not women'

At the beginning Nike wasn’t focused on the female at all. For most of its history the company has been all about men. In 1990 the women's sub-brand was launched and the really huge market was openned.

What is more, I call it „Nike spirit“ (practise- sweat-n-blood makes fun) was in general absolutely anti-female-thinking.

They dropped aggression and conflict as the main appeal and focused on equality and pure sport spirit.

Art of storytelling supported by new role models:

• young, active, attractive women, which are frustrated by underestimating

(“Dance is NOT sport” said Male)

• mainly un-known newcomers ( no using just famous celebrities, by whose is segment over feeded)
• sport activities: dance, fitness, box, soccer, running, tennis

Check some campaigns

Videos:

"Tell Me I Am Not An Athlete"

"This Is Love"

"Delicious Training"

Boxing

Prints:

"Here I Am"

"Tell Me I Am Not An Athlete"

"Feel Yourself In Nike"

Agency: Wieden Kennedy, Amsterdam

Real beuty:

Agency: Wieden Kennedy

"Yoga"

Visuals created by Logan

Hyperdunk campaign

One of my favourite campaigns from last year.
Controversial with clear message.

Controversial:
The problem was: “Are these Nike ads homophobic?”
Maybe, but I don’t know, I am hetero and I think these are ok, but if I was a homosexual… dunno.

Clear message:
It is about abasement in basketball "the athletic feat of dunking on the opposition."
With new Nike Hyperdunk you will dunk and humble your opponent easier.
And that’s it!

But these have been pulled, whatever and enjoy!













Agency:
Wieden Kennedy, 2008

Source

Guerrila/Ambient vol.1

Obviously marketing communications are bigger than advertising.
Check some guerrila/ambient campaigns of Adidas ...hahahah... Nike.
Come oon!

Nike Laser:









Interesting way how to comunicate using laser technologies in "shoe-industry".
Agency: DDB Paris
Source

Nike Football:


Nike Hockey: "Ready for your 45?"



Agency:
Taxi, Canada
Source

"Run On Air" billboards:




Decorated trash bins:

Source

"Gone Running":
Excellent way how to say it.





Source

"Car free day"
Nice guerilla campaign from Prague.

Sneaker for better Sex !!!! / ???

Air Fornicator, a lightweight copulating shoe designed to maximize sexual performance.

"Nike is proud to continue its commitment to new and innovative products with the first ever sneaker developed exclusively for sex, ....

... with this shoe you will last longer, experience more pleasure, and fuck smarter,"

president and CEO Mark Parker said.





hahahahah

Source