The traditional global heavyweights of the sportswear space – such as Nike, Adidas and Puma – have, in recent years, been struggling to maintain market share and world dominance as newer, up-and-coming sports brands – such as On Running and Hoka – have grown rapidly in recent years as their designs, technologies and positionings have… Continue reading Sportswear Heavyweights Seek Paris2024 Revival Via Record Marketing Spend: Launching Platforms Early, Championing Innovation & Building Hype
Tag: Shoes
Nike’s Leverages Eclipse & End Of NBA Regular Season To Launch ‘Alien’ Wembanyama Logo & Signature Shoe
As the NBA 2024 regular season drew to a close and a total solar eclipse occurred over the USA and Mexico, Nike ‘colluded with aliens’ to leverage its endorser partnership with new young French hoops phenom Victor Wembanyama via the release of a new player ambassador logo positioned as coming from another world which promotes… Continue reading Nike’s Leverages Eclipse & End Of NBA Regular Season To Launch ‘Alien’ Wembanyama Logo & Signature Shoe
Disused Paris Bank Becomes A Basketball Court In Nike Jordan’s Latest ‘Beyond’ Film
Nike Jordan continued to seek to inspire the next generation of sports stars in its latest ‘Beyond’ film which saw the sportswear brand off local French kids a chance to play hoops with some of the Nike-owned outfit’s elite basketball player ambassadors – including Michael Jordan. The campaign, created in harness with Uncommon Creative Studio,… Continue reading Disused Paris Bank Becomes A Basketball Court In Nike Jordan’s Latest ‘Beyond’ Film
Foot Locker ‘Sneaker Season’ Back To School And Beyond Campaign
Foot Locker’s ‘Sneaker Season’ campaign, which launched on 5 July, seeks to add new sports footwear to the list of regular consumer summer stalwart purchases as its begins its annual push for back-to-school front-of-mind. The campaign, the first marketing work from the company’s new global creative agency of record Preacher which began working with… Continue reading Foot Locker ‘Sneaker Season’ Back To School And Beyond Campaign
Sportswear Brand On Champions Refugee Athlete Lobalu Via ‘The Right To Race’ Docu-Film
Swiss sportswear brand On’s ‘The Right to Race’ docu-film tells a powerful story about belonging and resilience with a focus of Dominic Lokinyomo Lobalu – a runner originally from South Sudan looking to compete in Switzerland On sponsors long-distance runner Lobalu and leveraged to the ambassador tie-up by telling his story in a documentary short released… Continue reading Sportswear Brand On Champions Refugee Athlete Lobalu Via ‘The Right To Race’ Docu-Film
Hoka’s ‘Fly Human Fly: Murmuration’ Integrated Global Campaign Champions Community & Movement
Mid-June saw disruptive sneaker brand Hoka launch the largest global integrated marketing campaign in its history with creative based around the concept of ‘murmuration’ – a flocking behaviour amongst birds. Running within the umbrella ‘Fly Human Fly’ brand platform which Hoka debuted in 2022 (and uses the #FlyHumanFly hashtag and tagline), the Deckers Brands-owned… Continue reading Hoka’s ‘Fly Human Fly: Murmuration’ Integrated Global Campaign Champions Community & Movement
Foot Locker Celebrates Summer Of Basketball With European ‘Summer Jam’
Global sports shoe retailer Foot Locker celebrated a summer of basketball in Europe through a series of hoops related activations and experiences running between June and August under the title ‘Summer Jam’. The brand backed, multi-national programme is anchored by a three-month long ‘Pan European 5v5 Tournament’, plus it also includes the unveiling of… Continue reading Foot Locker Celebrates Summer Of Basketball With European ‘Summer Jam’
Foot Locker’s Summer 2023 ‘Bring The Heat’ Campaign Aims To Inspire & Unite Young Creatives
Foot Locker Europe launched its new Summer 23 Collection campaign, called ‘Bring The Heat’, which suggests a ‘Summer Refresh’ for the sports shoe retailer’s biggest launch of the summer season and seeks to inspire and unite the continent’s creative young community connected through sneaker culture with the aim of unlocking their ‘inner sneakerhead’ and express… Continue reading Foot Locker’s Summer 2023 ‘Bring The Heat’ Campaign Aims To Inspire & Unite Young Creatives
New Balance Film & Media Tie-Up Turns Highsnobiety All Grey For Sportswear Brand’s ‘Grey Day 2023’
Like Nike’s ‘Air Max Day’ and Amazon’s ‘Black Friday’, each year New Balance declares 12 May as ‘Grey Day’. The Boston-based sportswear brand annually dedicates one day in May to celebrate and honour the signature colour that it has become known for worldwide. To mark this special day in the sportswear brand’s own calendar,… Continue reading New Balance Film & Media Tie-Up Turns Highsnobiety All Grey For Sportswear Brand’s ‘Grey Day 2023’
Future Farm & Matt B Customs Fry Up Cheeseburger Running Trainers To Promote New Pant Based Vegan ‘Future Burger 4.0’
In one of April’s most unlikely sportswear sneaker drops, Future Farm released what it described as ‘the world’s first, one-of-a-kind, vegan couture running shoe’ called the ‘Future Burger 4.0’. The plant-based, sustainable food brand’s limited edition trainers, designed by sneaker customiser and artist Matt B Customs, were created in a distinct cheeseburger colourway and… Continue reading Future Farm & Matt B Customs Fry Up Cheeseburger Running Trainers To Promote New Pant Based Vegan ‘Future Burger 4.0’
Swiss Running Brand On Celebrates Joy of Movement Through Dance Via ‘Move Like A Human’
To promote its CloudTec technology, Swiss running brand On worked with choreographers Sasha Waltz and Justin Peck for an April dance based campaign called ‘Move Like a Human’. The campaign – which promotes On’s ‘Movement’ collection (including the Cloud X 3 Shift, Cloudnova, Cloudnova Form, Cloudswift 3 and the Cloudnova Flux) – seeks to… Continue reading Swiss Running Brand On Celebrates Joy of Movement Through Dance Via ‘Move Like A Human’
Nike Campaign Transforms New Invincible 3 Trainers Into Pillowy/Spongey Incarnations
Nike teamed up with Media.Work Studio to position its Nike Invincible 3 shoes as being revolutionary through a campaign called ‘All The Cushion, All The Feels’ that reimagined the sneakers as being built from marshmallows, pillows and sponges in order to capture its extreme levels of comfort and softness. The work, which links a… Continue reading Nike Campaign Transforms New Invincible 3 Trainers Into Pillowy/Spongey Incarnations