Nike swaps sport for dance in spot targeting women

LONDON - Nike is swapping sport for dancing in a new advertising campaign to persuade women that its clothes are fashionable as well as functional.

The ads, created by Wieden & Kennedy Amsterdam, promise to challenge traditional perspectives of dance, with a number of athletic dancers dancing to music by the famous producer Pharell Williams.

The main ad, "keep up", shows a lone dancer in a futuristic studio "duelling" against three mega-bass speakers. At one point, she is thrown in the air by the force of the bass, but she stands up and continues the challenge. At the end, she looks up at the speakers and says "Same time tomorrow?"

The campaign uses the strapline: "Take sport. Add music." Other spots are called "Kimberly", "spot and spin", and "booty shake".

The campaign was created by copywriter Sue Anderson and Irene Kugelman, and directed by Johan Renck through RAF in Stockholm. The choreography is by Jamie King, who has worked with Madonna for eight years, as well as Ricky Martin and Britney Spears.

Anderson said: "None of the moves are speeded up, check out the booty shake. These women really know their stuff and are top of their league professionally."

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