A rich-media ad campaign, developed by agency AKQA, will target audiences across Europe and drive users to a bespoke web site.
The online marketing will back the new above-the-line 'Power to Your Feet' campaign, created by agency Wieden + Kennedy/Amsterdam but will use fresh creative.
The TV spot, which launched across EMEA on 20 April and will run for six months, features a host of Nike-sponsored sports stars such as runner Paula Radcliffe and tennis number-one Roger Federer. It explores the relationship between athletes and their feet, and pushes the idea that the Nike Free range offers more freedom of movement for the wearer.
Also appearing in the TV ad are tennis player Maria Sharapova and footballers such as Ruud van Nistelrooy, Wayne Rooney and Cristiano Ronaldo. The Moroccan long-distance runner Hicham El Guerrouj also makes an appearance.
The TV spot is set to the tune Tiptoe through the Tulips by the late Tiny Tim, remixed by Mark @ Tuna Music. It will promote the idea that Nike Free footwear mimics the benefits of training barefoot.
The new range is the latest sports shoe to be advertised on the web. Revolution revealed in March (p5) that rival Adidas was to promote its new 'intelligent' trainer, the adidas_1, in an extensive online push incorporating a bespoke site (www.adidas.com/1) and online marketing created by de-construct.
Adidas' A3 Hypperride was also promoted on a new web site (Revolution, February, p5).