adiVerse
Last Monday we wrote about Nike iDNation – a site where you can design your own sneakers, buy them and share them. Now we are showing you Adidas newest promotion gimmick in the sneaker field. Adidas have installed big screens in the shops that display all the different shoes that Adidas sells. You can go through many models, colours and sizes – and check if the store has it. A very cool feature is the information option. If you select a pair of football boots you can see how many goals were scored with that model in the World Cup in South Africa. You can also see Twitter updates about the products and other social media updates.
The question is; what is left for the retail assistants to do?
Nike 6.0 – iDNation
NIKEiD started in 1999 as a service to runners and other athletes who wanted to customize their Nike shoes. On the webpage you could (and still can) design your dream shoe and to obtain the ultimate swagger effect print your name and number on the shoe – yep, that should turn some heads in the gym!
In time NIKEiD has gotten more and more popular and you can now design your own sneakers in many different colors, shapes and add as much gear as you wish. A new campaign called iDNation gives everyone with a little creativity the opportunity to design their shoes and then share them with other users. All you have to do is go to the campaign site and create. If you choose to save your design you can then see other user’s designs and you can buy them (your own or other users). By creating a profile with your designs, your shoes can get “likes” form others and perhaps you shoes will end up being quite popular. The entire site will be up and running by late January, but until then you can try the design mode. Stay tuned, perhaps you’ve got a designer in you?
I AM PLAYR
Good news if you love football and want to spend more time on Facebook. Nike has in collaboration with Facebook developed the game “I AM PLAYR” that contains elements of FIFA, Championship Manager and different kinds of role-playing games. You are the new star in British football’s top level and you have to train, play games and decide which girls to seduce – basically be David Beckham. If you make the right choices you will make it to the top, but be advised, you are competing against other players/users.
The trailer shows clips of the game and it has obvious references to Nike’s popular “Take It To The Next Level” advert from 2009, directed by Guy Ritchie.
Get ready to play from January 2011, good luck and “olé olé”!
LeBron Rise
When debating big marketing budgets Nike will definitely come up. With a product span from running outfits, international sport club uniforms and fashionable sneakers, Nike needs to communicate with a lot of segments – and this requires a large budget ($184 million in 2008). Nike addresses the majority of the segments with their – somewhat classic – adverts that are lavishly edited victory and triumph scenes form the world of sports, all ending with “Just Do It”. Inspiring – but not very human more “Super-Human” performances.
Nike has now tried going in a new direction. The budget is still the huge but the tone in ad is more human. The “Super-Human” basketball player LeBron James is an obvious highlight advert type but in this new ad he is very much down to earth. LeBron asks you what you think he should do. Some have called the advert wimpy and the “it’s hard to be a superstar” approach is not popular. Others are very excited calling the advert “honest”. Judge for yourself.
Great Moments Makes Great History
At all great sporting events there will always be some decisive and crucial moments – and the outcomes of these moments will be immortalized in highlights. Whether it is the Wimbledon, Formula 1, Tour de France, Olympic Games, Super Bowl or the World Cup there will with certainty be some great – victorious or defeats – moments. If you need to relive some of the great ones we recommend this ESPN montage.
Highlights can be used for many things: one can reminisce great moments with favorite stars and teams, one can find inspiration that can lead to action, and one can ponder about the outcome of these events. What if the great moment hadn’t happened the way it did? What if Payton Manning hadn’t thrown that interception in the Super Bowl, or what if Diego Maradona had been caught using his (or God’s) hand in the World Cup in 1986? Unfortunately we can’t give you the answer because in sports it is mostly the small differences and margins that are the decisive factor of the outcome. Who know what would have happened just after? It is still fun to ponder though, and Nike has used this idea in their World Cup advert that is nothing less than impressive. It is studded with references to: television shows, other celebrities, other athletes, YouTube sensations and the stereotype of nationalities.
We are looking very much forward to this year’s highlights!
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