We are currently living in a world, where each day is getting more and more filled with technology. Everything is getting, on one hand, of course, more complicated, but on the other, of course, is getting only more and more convenient. Technology is everywhere, every sphere of our life can find a technological support and this support is offered by many companies.
Talking about this, I must mention Nike. The company is constantly seeking for new technologies in sports gear and for the ways of applying these technologies into different sports. And dancing is not an exception. More or less 5 years ago Nike has started producing special dance gear line, including the launch of Nike Musique IV Dance Shoe, in order to cover the rising audience of passionate dance lovers. Campaign’s target was to attract as many people to dancing and make them feel, that this is a real sport, equal to Football or Tennis..
There began contracts with singers(Ciara, Beyonce, etc.) and professional dancers, like Sofia Boutella to use the gear in their dancing videos and the whole movement was very popular especially in the US.
"I don't need to fill a stadium
Or cause one to fill up with joy
I don't need to hear 60,000 people chant my name
I'll never have a fan club
Get a signing bonus
Or even sign an autograph
But can you honestly tell me I am not an athlete?"
Those are the words of new Nike spokeswoman Sofia Boutella, who has starred in 2 new commercials for nike, about dancing. They are created for nikewomen.com, and show her using styles of hip hop dance including bboying, and styles of popping.
As a big Nike fan I must say I always thought this was one of their most representing ads I've seen. They're experts in mixing their focus on the traditional 'big' sports and the let's say more niche sports. And with their introduction in the dancing market they have yet again won all hearts.
ResponderEliminarPart of their philosophy is exactly this view that everybody is an athlete ("If you have a body you're an athlete*"). And as you can see they play on this in the last sentence of this ad. And, honestly, they couldn't have been closer to the truth!
Totally amazing! Never seent his add before, but I must say that they made an ecxellent job. I think that Nike has approach women perfectly, better than any other sports brand (in my personal opinion).
ResponderEliminarGreat ad, a very catching one!
ResponderEliminarI think the same as Martin does, Nike has approached women successfully.
Regarding technology, the entire combination of technology, feeling confortable when doing exercise and feeling sexy at the same time has been the key success for Nike
awesome video! very true message. There is many sports just like dancing which, although they rquire extreme athleticism and commitment, are never really being recognised as a sport. This ad definitely puts dancing into a different light and gives it a more sporty, sexy and cool image, perfect for Nike's target market.
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