LOS ANGELES — Poetry in motion might seem like a stretch for activewear, but that’s the pitch in Nike’s new ad campaign.
Soccer star Mia Hamm and Atlanta Falcons phenom Michael Vick are among the Nike-sponsored athletes shown suspended in motion true to their respective sports in the ads. The aim is to tune in consumers to the brand’s technology-oriented fall apparel hitting 650 doors now, including Niketown and Nordstrom.
“This is our largest apparel campaign,” a Nike spokeswoman said. “We’ve had a great footwear business and we continue to believe and invest in the apparel business.”
Nike declined to reveal what it is spending on the outdoor campaign that broke Tuesday, but the brand isn’t known to skimp. According to consulting firm CMR, Nike was the biggest fashion advertiser in the first half of 2002, spending $112.6 million.
Apparel has emerged as the muscle behind Nike’s sales in the year ended May 31. During the fourth quarter, Nike’s U.S. athletic footwear revenues declined 3 percent to $797 million, while apparel revenues grew 16 percent to $345.7 million. For the year, footwear revenues decreased 4 percent to $3 billion and apparel revenues rose 8 percent to $1.4 billion.
The new Wieden & Kennedy campaign coincides with a 13-minute dance routine that will hit West Hollywood Saturday and the Third Street Promenade in Santa Monica, Calif., on Aug. 16 The show borrows from boxing, yoga, football and other athletic activities, and will be performed several times between 8 p.m and 11 p.m. It was created by choreographer Jamie King, who has worked with Madonna, Ricky Martin and Christina Aguilera.
Beginning this week, Nike also will plug this musically inspired workout at a dozen gyms, including Crunch and The Sports Club LA. Many activewear makers are working the music angle to woo customers. Shakira and Eve have pitched for Reebok, and Fila staged dance contests this spring. Staying front and center will lend street credibility to the product, said David Carter, principal at the Sports Business Group, a consulting firm here.
“They’re the influencers and it’s great for Nike to have them act as de facto sales reps,”he said. “Nike is a remarkable icon, but it’s not known first and foremost as an apparel brand.”The ad push will hit eight billboards and 100-plus buses in Los Angeles and 13 billboards and 60-plus urban panels in New York, as well as the September issues of Details, GQ, Interview, Vanity Fair, Jane, Vogue, Latina, Vibe and other magazines.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews