With young, dynamic and active target audience Nike keeps on inventing smart and interactive marketing campaigns. Yesterday the brand announced the launch of ‘The Chosen,’ a new global ‘Just Do It’ campaign starring a number of action sports stars. The main point of the campaign is a film featuring skate god Paul Rodriguez (P-Rod), Olympic snowboarder Danny Kass, surf genies Julian Wilson and Laura Enever. The film was shot in many countries of the world at night with lighting and pyrotechnics effects reminding of a live rock concert with a main theme ‘I got a thing’ performed by Hanni El Khatib.
clothing & footwear
Levi’s has released a new art-inspired product as part of its ongoing collaboration with the MOCA museum started in Los Angeles in April—the jeanswear brand opened its new Levi’s Workshop at the ‘Art In the Streets’ exhibition of the museum and on May 24 it has released a hilarious short movie ‘Outside In: The Story of Art In the Streets,’ which showcases the process of arranging the event and interviews with graffiti influencers, “documents the artist’s creative process, their pitfalls with the law, the poetic impermanence of their craft and the artists’ evolution from the back seat of a cop car to the walls of a well-respected institution” as the synopsis states.
Benetton has announced the birth of an online community of bloggers dedicated to communicating the very essence of the brand to the target audience. A new blog, or superblog, to be more precise, has been launched at www.blog.benetton.com showcasing the latest and most interesting topics related to technology, fashion, culture and life of young people around the world. However, Benetton has its own point of view on each of these areas and perceives fashion as something born in the streets, inspired by everyday life and embracing colors of the world; and technology as a tool that is capable of bringing people closer and improving the way we communicate.
Levi’s has created a map featuring the must-see locales of its home city, San Francisco. The brand, which last week (May 20) celebrated the 138th anniversary of the blue jeans—in 1873, Levi Strauss and tailor Jacob Davis got U.S. patent number 139,121 for the process of strengthening men’s work pants with copper rivets—and wanted to celebrate it by presenting the map with top destinations as tribute to the city where Strauss started the company 20 years before the big day.
Timberland, whic is committed to promoting active lifestyle, is rewarding individuals who want to spend more time outdoors. To promote its new range of Earthkeepers footwear, the brand teamed up with brand experience agency BEcause and Groundspeak, the location-based technology specialist, to launch the ‘Trail of Heroes’ campaign, which encourages consumers to explore the world outside their homes and set out on a search of ‘treasures,’ uniquely designed set of containers (geocaches) hidden across in six European megalopolises—Milan, Paris, Madrid, Berlin, Brussels and London.
Nike 6.0, the extreme sportswear and gear branch of the iconic manufacturer, has been busy producing new films and arranging new projects dedicated to active lifestyle. On May 19, the brand released the recently announced ‘Leave a Message’ film, showcasing six main women of Nike 6.0 Surf as they live and perform, and a few days earlier, on May 16, it kicked off the long-awaited BMX project dubbed ‘The Pool’ in east London, Dagenham. The space, where the professional and amateur riders are showing their skills, used to be a real swimming pool, which has been remodeled by one of the world’s best skatepark designers, Dave Sowerby.
For a brand like Puma, surviving and getting its second wind in a crowded market among such strong competitors as Nike and Adidas might mean actually thinking outside the market, i.e. turning from a sports sector with its tough competition to a more tolerant lifestyle clothing and apparel market. This idea was first discussed in Bloomberg Businessweek article dedicated to the dynamics of Puma sales over the last ten years.
For Spring/Summer 2011, adidas reinvents wardrobe must-haves with the adidas NEO LABEL, an assortment that fuses sport and style, creating casual head-to-toe looks for young, style-minded consumers. adidas NEO LABEL first debuted in the U.S. and China in July 2008 and has since expanded to most European countries and Japan.