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Nike: Chosen

Ah, Nike.  I see you are starting to be more aggressive about pandering to the microtrend of individual sport.

In 2007, Mark Penn published the book Microtrends.

Apparently, he’s the man who coined the term “soccer moms”.

In the book, Penn discusses other emerging trends that were sparked by at least 1% of the American population, which, he proposes, could become significant in the next years.

In the field of sports, Penn noted the growing interest in niche and individualized sports, and the decreased involvement in the mainstream and more established team sports (e.g. football, basketball).

In this stunning video by Instrument, Nike shows its ready to beat, okay maybe match Vans, Converse, DC and Roxy at their games.

Nike “Chosen” by Instrument

Even if the niche sport “microtrend” may seem a bit dated (“discovered” 4 years ago), the Nike “Chosen” campaign still makes me proud of how Nike seems to have a good nose for youth culture.

Even the copy for the campaign tries to talk to a new audience — no longer the same market that their physical potency- and determination-centered communication used to target.

Instead, the campaign’s copy recognizes the present youth’s inclination towards uniqueness, flair and self-promotion.

“Take the stage and own the spot light. We’re looking for crews pushing the boundaries of style and creativity. Because the further you go, the further we all go.”

via fubiz

I have to correct myself now, though.  It apparently isn’t the first time that a Nike campaign featured skateboarding.  In my search for more old school testosterone-y Nike ads from the 1990’s (to feature in this post), I came across a blog entry which was a collection of Nike ad graphic design that the blogger was impressed with.

This particular ad was released in 2007 – the “This Is How I Fight” campaign.

I love you slightly more today because of this, Nike.  I have to find the agency or communications group that came up with this campaign.  I’m sorry, “Chosen”, but “This Is How I Fight” edged you out in my heart.

And, while I’m at it, I might as well post the very first Nike ads (from 1989) that sparked my liking for the Nike brand, and for copywriting and branding.

The Nike “If You Let Me Play” campaign, which, I’ve now learned was co-created by copywriter Janet Champ.

“YOU DO NOT HAVE TO BE

YOUR MOTHER UNLESS SHE IS

WHO YOU WANT TO BE. YOU DO NOT HAVE

TO BE YOUR MOTHER’S MOTHER, OR YOUR

MOTHER’S MOTHER’S MOTHER, OR EVEN

YOUR GRANDMOTHER’S MOTHER ON YOUR

FATHER’S SIDE. YOU MAY INHERIT THEIR

CHINS OR THEIR HIPS OR THEIR EYES, BUT

YOU ARE NOT DESTINED TO BECOME THE

WOMEN WHO CAME BEFORE YOU, YOU ARE

NOT DESTINED TO LIVE THEIR LIVES. SO IF

YOU INHERIT SOMETHING, INHERIT THEIR

STRENGTH. IF YOU INHERIT SOMETHING, IN-

HERIT THEIR RESILIENCE. BECAUSE THE ONLY

PERSON YOU ARE DESTINED TO BECOME IS

THE PERSON YOU DECIDE TO BE.”

via Katie Kleinman (Thank you.)

You were born a daughter. You looked up to your mother. You looked up to your father. You looked up at everyone. You wanted to be a princess. You thought you were a princess. You wanted to own a horse. You wanted to be a horse. You wanted your brother to be a horse. You wanted to wear pink. You never wanted to wear pink. You wanted to be a Veterinarian. You wanted to be President. You wanted to be the President’s Veterinarian. You were picked last for the team. You were the best one on the team. You refused to be on the team. You wanted to be good in algebra. You hid during algebra. You wanted the boys to notice you. You were afraid the boys would notice you. You started to get acne. You started to get breasts. You started to get acne that was bigger than your breasts. You wouldn’t wear a bra. You couldn’t wait to wear a bra. You couldn’t fit into a bra. You didn’t like the way you looked. You didn’t like the way your parents looked. You didn’t want to grow up. You had your first best friend. You had your first date. You had your second best friend. You had your second first date. You spent hours on the telephone. You got kissed. You got to kiss back. You went to the prom. You didn’t go to the prom. You went to the prom with the wrong person. You spent hours on the telephone. You fell in love. You fell in love. You fell in love. You lost your best friend. You lost your other best friend. You really fell in love. You became a steady girlfriend. You became a significant other. YOU BECAME SIGNIFICANT TO YOURSELF. Sooner or later, you start taking yourself seriously. You know when you need a break. You know when you need a rest. You know what to get worked up about and what to get rid of. And you know when it’s time to take care of yourself, for yourself. To do something that makes you stronger, faster, more complete. Because you know it’s never too late to have a life. And never too late to change one. JUST DO IT. –Contributed by D. A. Lowell

“We are all basically hedonists.
That’s what makes us human.
And we were made to want pretty simple things:

Food.
Water.
Shelter.
Warmth.

And pleasure.

We want what feels good.
We need the thrill that comes from being good at something.
The thrill of doing what we weren’t sure
we could ever actually do.”

Janet Champ for Nike

The next campaign for nikeWomen was somewhat less heartwarming, but also…visceral, in that it hit physical insecurity.

Lastly, an ad I came across while looking for more on Janet Champ.

via Modern Copywriter

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