Tuesday, July 29, 2008

Brace Yourselves For The Largest Nike Onslaught Yet

With an overall spend of Olympic-related ad spend estimated to reach close to $6bn this year, Nike – in keeping with the spirit of Olympic branding exercises - has announced the launch of the largest campaign in the brand’s history.

Nike’s latest integrated campaign, titled ‘Courage’, will be responsible for tying together multiple Nike initiatives, including concreting Nike’s place amongst the biggest brands at the Beijing Olympics, launching the Human Race running event, promoting the new Hyperdunk basketball sneaker as well as celebrating twenty years of the ‘Just Do It’ campaign.

The new drive will effectively be a reaffirmation of this iconic tag line, encouraging people to have the ‘courage’ to push to the next level.

The campaign will revolve around a TVC which will air first in Asia and Latin America before launching in the US early next month. The advert charts approximately 30 decisive moments from Nike’s sporting history, including Michael Jordan embracing the NBA Championship trophy and cyclist Lance Armstrong triumphing in his battle with cancer.

The TV spot aims to drive viewers to visit the
Nike.com Courage website, where they can freeze on any of the 30 moments and read a narrative on its sporting, cultural and commercial significance. Users will also be able to then post their own comments and contribute to Olympic-spirited discussions about unity and sportsmanship, in a further attempt to unite cross-cultural consumers under one brand.

Via: Contagious Magazine