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.
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.”
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.