Nike and Foot Locker launches ‘I Am The Rules’ to celebrate the Air Max 90 VIDEO
Foot Locker and Nike Sportswear celebrates the uniqueness and challenge the conventions with the launch of the new multi-platform campaign ‘I Am The Rules’. Against the backdrop of the latest version of the icon Nike Air Max 90, the campaign turned the spotlight on new names, presenting some of the most extraordinary and talented global maverick in the worlds of football, sports, music and fashion.
The heart of this campaign ‘I Am The Rules’ refers to the driver as a leader and pioneer shows. A celebration of the innovators, those who listen to their voices and create their own rules, the spot of 60 seconds as the protagonist of some of football’s brightest talents who embrace this philosophy: Andrey Arshavin and Marouane Chamakh of Arsenal and Stefano Chuka Okaka Rome.
Both Arshavin and Chamakh went against cultivating passion parallel careers, first in fashion design, while the second as a leading sports commentator; Okaka became instead the symbol of cultural diversity and a pioneer in Italian football for 60 seconds the viewer is involved in the personal history of each player.
The spot is directed by Alex & Liane Berlin duo – who have previously created video for La Roux, Cheryl Cole and Bloc Party. Their background in performance art is reflected in the intense performances of each protagonist of the story. The powerful base which accompanies the ad is German musician Peter Fox and is entitled ‘Alles Neu’, or ‘All Is New’.
‘I Am The Rules’ has been launched across Europe on August 9 and the short will be supported by a multimedia distribution and a digital campaign. The AM90 will arrive in stores August 15, 2010 at a price of EUR 134.99.