I usually abhor large scale brands, the kind of gross mass consumption that would give any logical individual a seizure. But very recently, I’ve been really appreciating the kind of work that Nike is getting is getting up to.
The Nike ambush ad campaign during the Olympics was absolute brilliance, a series of ads focusing on amateur everyday athletes competing in places around the world named London. It looked good, it vibed wonderfully and it made Adidas look silly with the amount of money they put in to be an Olympic global sponsor.
Then there was the shoes. You saw them, you know you did. Nike’s Flyknit shoe was the shoe of the games, standing out not just because it was on the feet of winners, but because you could see it. The shifting neon green-meets highlighter lemon shade known as Volt was everywhere. Tremendously ballsy and a definite win.
But the best part about Nike is there support of Urban athletics. Nike’s presence lurking over London running massive, the Run Dem Crew and NYC’s Bridgerunners is a sign that its not just basketball or football that’s the hot sh*t anymore. Nike’s pretty sure you can do the thing anywhere in any fashion. Now, to see if they’re willing to sponsor a Vancouver crew.