Nike and Skype have launched new activations revolving around human faces. The online ‘Free Face’ game, which was kicked off by Nike in Japan, is designed to promote Nike iD, the brand’s branch which is focused on customization and adjusting to consumers’ preferences. The new digital Flash platform, developed by Wieden+Kennedy Tokyo, invites fans to give their faces a workout and (with the help of the web camera) put them next to Nike ID’s sneakers, which can easily mimic the facial expressions thanks to their flexible soles.
clothing & footwear
For modern clothing and footwear brands being sustainable is no less important than providing consumers with fashionable, trendy and stylish items. Most major footwear and apparel brands, from Nike to H&M to name but a few, are doing their part in building a world of eco-friendly clothing—one of the latest projects related to the theme is Sustainable Fashion Lab to be launched in London by Marks & Spencer in partnership with the Centre for Sustainable Fashion at London College of Fashion.
adidas inspires people to take active actions in each of its campaigns, and the new promotion, which launched in the UK on April 7, keeps to this theme as well. The sport apparel giant, which is one of the sponsors of the London 2012 Olympic and Paralympic Games, kicked off a new Olympic-themed campaign entitled ‘Take The Stage’ to encourage all Brits to believe in themselves and be not afraid of sharing their talents with the rest of the world.
ASICS America has rolled out a website that will offer consumers to test its new products like never before. Entitled ‘Stop at Never,’ the website features a series of ten original videos, including athletes running on water, playing tennis upside down, and performing other activities in an unexpected way.
Nike has launched a new extension on its epic running story, which is revolving around jogging and people for whom is an essential part of their life. Following the series of spots with and about Alice, who is running all the time, the brand has released a 2:30 spot titled ‘I Would Run To You,’ a romantic story about two people in love, who live in different cities—she lives in California, he lives in New York—and run hundreds of miles to meet each other. The Nike Free Run+ 3 sneakers help make the run less stressful for the feet.
Benetton is not only making vibrant apparel and accessories, but is also exploring the new ways of saving the world and helping people live better lives—the brand’s COLORS Magazine, which is touching on the most important points for common people. At the Design Museum in London, Benetton has arranged an exhibition called ‘Happiness and Other Survival Techniques’, which combines three issues on Transport (#81), Shit (#82) and Happiness (#83, the latest one), which make up the Survival Guides trilogy as the brand calls it.