Sports stars endorse Nike footwear on CD compilation

Wieden and Kennedy Amsterdam has adopted an unusual strategy for the launch of the latest range of Nike shoes by centring the campaign around a specially produced seven-track music CD.

Wieden and Kennedy Amsterdam has adopted an unusual strategy for

the launch of the latest range of Nike shoes by centring the campaign

around a specially produced seven-track music CD.



The agency has teamed up with the trendy London dance record label, Mo

Wax, to marry 40 minutes of music with the words of Nike-wearing

sportsmen.



At the start of each track, the stars say why they perform in Nike

shoes.



The CD features Liverpool’s Robbie Fowler, the tennis stars, Monica

Seles and Andre Agassi, and the NBA basketball player, David

Robinson.



Agassi says: ’If you look at the centre of the shoe, you will see almost

like fingers; I call it a catcher’s mitt. It wraps from under your foot

and completely consumes the sides and the top and it gives you an

incredible feeling of support and stability. This was actually my idea.

Thank you.’



More than two million CDs will be distributed across Europe, backed by a

pan-European print advertising drive, which is due to kick off later

this month.



In the UK the CD will be covermounted on the March issue of FHM

magazine.



Each of the seven shoes is represented by a different track on the

CD.



The print campaign features one or more of the new Nike shoes

accompanied by the corresponding track number on the CD.



The CD and print campaign were conceived by the copywriter, Giles

Montgomery, and art director, Kai Zastrow. The creative directors were

Jon Matthews and Charlotte Moore, and the project was produced by Peter

Cline.



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