The only rules you should follow are your rules, says Nike in its new collaborative promotional project with Foot Locker, one of the most famous footwear retailers. The companies joined forces earlier this year, and are creating a new ‘constitution’, which is based on the people’s choice. The new vibrant “I am the rules” campaign for Air Max 90 features big soccer stars including Marouane Chamakh, Andrey Arshavin, Stefano Okaka Chuka and Ingrid Graziani among dancers, DJs and others.

The campaign, which was developed by the Wieden + Kennedy London ad agency and the AKQA digital agency, began with the release of the 60-sec colourful advert featuring the “Defy Stereotypes, Defy Prejudice” strapline. The core idea of the whole thing is that we all shouldn’t obey rules made up by others, and have come to live according to our own life style, no matter how weird it may seem. The European campaign will be rolling across the UK from August 15 and will come to Spain, France, the Netherlands and Italy on August 23.

Image Courtesy: AKQA’s Facebook page

To help the new mind-changing message be spread across the globe, AKQA also created a number of digital products, which included the campaign’s microsite to feature athletes’ interviews on their own rules, online ad banner and a Facebook application, which will encourage users to define their code. Those, who will share their personal principles with others, can enter the draw for a chance to win a trip to London and get VIP seats at the Emirates Stadium to watch Arshavin and Chamakh playing on the pitch.

Image Courtesy: AKQA’s Facebook page

There will be no one who loses in this online draw: those, who will enter their rules to the special form, will get a text message on their mobile phone, giving them a right to go to the nearest Foot Locker store and claim a limited edition Air Max 90 wristband featuring the bright shoe palette.

«This is a unique marketing campaign. Its strength is in its integration across all aspects of the consumer experience from retail, to digital, to advertising,» commented Jack Gold, Foot Locker European marketing director.