Nike’s Multi-Endorser ‘Find Your Fast’ Speed Spot Links To Participatory Fasest Mile Challenge

Less of an ad campaign, more of an exploration of the concept of ‘speed’, Nike’s summer ‘Find Your Fast’ spot ‘spearheads a new multi-endorser, multi-sport campaign for the Air Zoom Elite 8 shoe.

The 60-second ‘Find Your Fast’ spot—created by agency Must Be Something and directed Neal Brennan features no less than 13 star Nike endorsers all ‘getting their speed on’.

The athlete ambassadors fronting the campaign include many of Nike’s biggest star names – such as Kobe Bryant, Odell Beckham Jr., Wayne Rooney, Serena Williams, Rafael Nadal, Richard Sherman, Marcus Mariota, Mo Farah, Allyson Felix, Dion Phaneuf, Katarina Johnson-Thompson, Shelly-Ann Fraser-Pryce, and Shane O’Neill.

There’s even a place for the fastest of the Looney Tunes characters – Road Runner.

The commercial itself initially reflects the product message – a fast-paced ad with a snappy edit approach based around the athletes training for their particular sport.

After which is transitions into a spot-within-a-spot featuring Bryant and the magician David Blaine

The ad drives viewers to supporting work – including pointing them to a spot focus on on the Zoome Elite 8 itself,

and to the Nike Zoom website.

The commercial acts as a lead-in promotion for a wider, participatory ‘Find Your Fast’ campaign that challenges runners everywhere to log their fastest-ever mile by 30 August through the Nike+ community.

‘Nike has always been a brand in service of athletes. And while every athlete wants to get faster, not every athlete has the right tools to do so,’ says Adam Roth, Nike VP, Global Running Brand Marketing.

‘Our Find Your Fast campaign provides all the inspiration, innovation and enablement athletes need to run, train and play faster across our physical products, digital apps and live experiences. It’s the entire Find Your Fast eco-system that’s game-changing, not just for us but for the athletes we serve.’

Comment

With more than 10 million YouTube views in a month, ‘Find Your Fast’ is the most watched and shared of Nike’s three major summer spots (the other two being ‘Short A Guy’ and ‘Flyease Story’).

A striking piece of work and the creativity and editing certainly drive home the core ‘speed’ message.

We know we are being a touch fussy, but some of the Nike endorsers involved aren’t necessarily known for their speed.

Serena Williams is admired for her strength, power and drive and Wayne Rooney for his skill and commitment – but neither are particularly quick.

And Kobe Bryant certainly isn’t as speedy as he once was.

Nevertheless, we love the participatory element challenging consumers to run their own fastest mile.

Links

Nike World Of Fast Website:

http://www.nike.com/gb/en_gb/c/innovation/world-of-fast

Find Your Fast:

NIKE.COM/ZOOM

Nike Running:

http://www.nike.com/gb/en_gb/c/running

Nike YouTube:

https://www.youtube.com/user/nike

Nike Website:

http://www.nike.com/