Rio Ferdinand stars in Nike hoody ad

LONDON - BBDO Argentina has enlisted the help of sporting stars Rio Ferdinand, Marco Materazzi and Vincent Clerc in its latest work for Nike.

The hoodyon moments work is being launched to promote the AW77 Loopwheeler, a new version of Nike’s iconic hoody.

Nike hopes to change the perception of hoodies, which it says have become synonymous with danger, thuggish youths and underground hip hop music.

With the help of sports personalities such as Rio Ferdinand, Nike hopes to show the brand in a new light and in particular, re-launch the AW77 Loopwheeler hoody as a benchmark for a more peaceful fashion sporting line.

The Loopwheeler hoody is associated with exclusivity as only eight are hand crafted a day by the Japanese production company, and the garments are only available at select boutiques and in Nike stores.

Photographers Lucila Blumencweig and Maureen Hufnagel trailed the sportsmen for days so as to capture a large variety of portraits of their routes in Manchester, Milan and Toulouse. Many of the images were shot by the celebrities themselves, uncovering usually unseen, private moments.

The work is already available to view outdoor across most major European cities and it can now also be viewed online at as well as on the Nike website

A photobook has also been produced, which centres on the three sporting heroes and will be available across Europe.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published