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.
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Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews