Quick is Deadly:
Nike campaign introduces
new ZOOM footwear
Posted August 7th, 2007 at 8:00 AM by Martin Kennedy
Section: News & Results, Gear & Apparel, Running Shoes, Track & Field
Today, Nike introduces the “Quick is Deadly” integrated marketing campaign for the Nike ZOOM footwear line, including print, broadcast, and digital advertising and public relations applications, while featuring LaDainian Tomlinson, Steve Nash, Asafa Powell and more.
The Nike ZOOM footwear line, bearing the tag “quick is deadly” is designed for athletes who demand a lower and more responsive cushioning system for that quick feel. Many of Nike’s quickest athletes who are currently using the Nike ZOOM footwear in their training regimen are featured in the campaign. Football player LaDainian Tomlinson, basketball player Steve Nash, runner Lauren Fleshman and Olympic sprinters Asafa Powell and Sanya Richards all appear in individual print ads developed by advertising agency Wieden+Kenned Portland.
The broadcast element of the campaign includes 30- and 60-second television spots by acclaimed director Michael Mann who has directed such impact films as Ali, Miami Vice and Heat.
The spots began airing on August 5, featuring Tomlinson in a game-like setting demonstrating the speed of game showcased by one of the world’s greatest running backs. The 30-second version of the spot will also run in theaters starting August 10.
The television campaign also features an interactive component that was created as a partnership between Wieden+Kennedy Portland and Ensequence. The iTV element of the campaign will be available to Dish Network customers who have DVR receivers. Viewers will be able to navigate through the commercial to learn more about the product, watch additional footage and become more involved in the campaign. iTV will also allow viewers to experience the ad from Tomlinson’s point of view, in which it actually puts the viewer in the commercial.
Wieden+Kennedy Portland and R/GA collaborated on the digital application of the campaign, creating interactive video content for online ZOOM modules housed on http://www.nike.com/. The video content, an extension of the print and broadcast creative from Wieden+Kennedy Portland, shows athletes training in ZOOM shoes and how the technology contributes to their success in a competitive environment. Each athlete not only provides a tutorial on five of their favorite training drills, but also gives an analysis of their signature move. R/GA designed and developed the website that contains all the content.
Lastly, beginning tomorrow the campaign will also feature an 80-foot billboard on 34th Street and 7th Avenue in New York City with an image of Nash.
Via: Nike, Inc.
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Tags: asafa powell, dish network, iTV, LaDainian Tomlinson, marketing campaign, New York City, nike zoom, Nike ZOOM footwear line, nike zoom shoes, quick is deadly, sanya richards, Steve Nash, Wieden+Kennedy Portland and Ensequence, zoom shoes
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