Nike and Foot Locker have unveiled the new campaign ‘I am the Rules’ created by Wieden + Kennedy London and AKQA, to support the launch of the new Air Max 90 – styled exclusively for Foot Locker.
The TV and digital campaign premieres on MTV and then rolls out across Europe. Markets include the UK, France, The Netherlands, Spain and Italy.
Jack Gold, European Marketing Director of the Foot Locker business at Nike said, “This is a unique marketing campaign. Its strength is in its integration across all aspects of the consumer experience from retail, to digital, to advertising.”
The campaign features a range of athletes, designers, DJ’s and sneakerheads and celebrates each individual’s style and rebellious personality. A celebration of colour, uniqueness and a rejection of convention, the work aims to give a platform to new voices, introducing talent with a strong, independent attitude: people who write the rules rather than obey them.
Nike and Foot Locker tasked AKQA to amplify the buzz created via digital media. A campaign microsite footlocker.eu/nike and online banner advertising direct consumers to a ‘Prove You Rule’ application on facebook.com/footlocker.eu.
The application invites users to define their own rules and enter a draw for a trip to London to watch Arshavin and Chamakh of Arsenal from box seats at the Emirates Stadium. Entrants to the competition receive an SMS that entitles them to claim a limited edition ‘Air Max 90’ wristband featuring the shoe colours from Foot Locker stores. The microsite also contains exclusive interviews which reveal the athlete’s own personal rules they live by.
The emerging talent featured in the 60” spot includes the global superstar Andrey Arshavin – designer, blogger, Captain of Russia and Arsenal’s midfield maestro, and exciting new Arsenal signing Marouane Chamakh. Roma and Fulham’s Stefano Okaka also appears.
Blurring the lines of fashion and sport is French World Champion female boxer and model, Ingrid Graziani. Dedicated sneakerheads will recognise the work of sneaker customiser Adam Walker aka Ghettrocentricity (as worn by up-and coming Paris-based model Camille Tanoh), as well as the face of London’s premier sneaker collector and connoisseur Kish Kash. Music fans and DJ’s alike will spot BBC Asian Network’s DJ Kayper as she gives the new Air Max 90 a spin.
The TV spot is a celebration to a unique attitude to sport, fashion, design and music and is directed by Alex & Liane, a Berlin-based duo whose previous creations include music videos for videos LaRoux, Cheryl Cole, Bloc Party and the Ting Tings.
For the duration of the campaign, staff at Foot Locker outlets across Europe will all exchange their world-famous black and white ‘striper’ jerseys for the first time in the store’s history to the colours that make up the unique colourway of the Nike Air Max 90.