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Video: Ellie Goulding Runs For Nike

19 October 2011, 14.57 | Posted in Music, activewear, advertisement | No comments »

Well this is sort of fascinating–Nike markets its runing shoes via U.K. singer/songwriter Ellie Goulding in a video that shows her both running and performing. Interesting to me anyway because Nike has always been obsessed with promoting itself to the world as rooted in performance. Speak to its p.r. people for an article or listen to any speech made by executives and you can basically use the word “performance” as the basis of a drinking game–they use the word that often in an almost mantra-like way.

And yes, Nike has done collaborations with artists, designers, musicians, etc. but it’s my recollection that when it comes to technical product Nike always connects that product to recognized athletes. This sort of change in strategy where Nike positions musicians as athletic-like performers follows the lead of Adidas’s “All In” campaign, which features both athletes and musicians. Not sure of the implications, but definitely it will be interesting to see if the mighty Swoosh continues down this path. Via Ffg.


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