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
At the start of each track, the stars say why they perform in Nike
The CD features Liverpool’s Robbie Fowler, the tennis stars, Monica
Seles and Andre Agassi, and the NBA basketball player, David
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.
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
In the UK the CD will be covermounted on the March issue of FHM
Each of the seven shoes is represented by a different track on the
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