In order to emphasize that the shoes are "Air", Nike took ads with athlete breath

Wieden + Kennedy Portland recently demonstrated how a sports brand advertisement is light and impressive.

To be honest, the latest advertisement for "Air moves you" for Nike's VaporMax is not complicated and you will understand it. However, it is smart to find a life-like detail (gasp during exercise) and combine creativity and product well together.

There was not a single line of advertisement for just one minute. The breathing sounds in the background ranged from gentle to rapid, and even shouted, mixed with whistling winds, cheers, and finally a breath of relief to form a piece of advertising music.

Athletes such as Deajah Stev, NBA player Janis Antokaup, professional surf John John Florence, Paralympic and Triathlete Sarah Reinertsen, skier Sani Alibabic and other well-known athletes appeared in series and played in series with ordinary people. Advertising films.

As an advertisement for Nike's new VaporMax, the use of Slogan's "Air moves you" at the end of the video is also appropriate. It not only highlights the lightness and breathability of the product, but also combines the concept of “breathing” the short film.

Another clever way to find this insight is that anyone who has been sweating because of the movement feels the same kind of “gasp”. However, this is still consistent with Nike's ad temperament - toughness.

Nike is facing increasingly fierce competition in the footwear market. According to the Nike Financial Report, sales growth in 2016 slowed down, and after the 2017 fiscal year, the increase was still falling. As a result of seven years of research and development, Air VaporMax was considered by Nike as one of the major growth points. However, from the current market feedback, the response of VaporMax in the market (especially Europe and the United States) is not very popular. This is probably why Nike continues to build momentum in marketing.

Image source: adweek

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