Nike taps Ensequence for Zoom Footwear Campaign
recently introduced the “Quick is Deadly” integrated marketing
campaign for the Nike ZOOM footwear line, including print, broadcast, and
digital advertising and public relations applications, while featuring
LaDainian Tomlinson, Steve Nash, Asafa Powell and more.
The Nike ZOOM footwear line, bearing the tag “quick is deadly” is
designed for athletes who demand a lower and more responsive cushioning system
for that quick feel. Many of Nike’s quickest athletes who are currently using
the Nike ZOOM footwear in their training regimen are featured in the campaign.
Football player LaDainian Tomlinson, basketball player Steve Nash, runner
Lauren Fleshman and Olympic sprinters Asafa Powell and Sanya Richards all
appear in individual print ads developed by advertising agency Wieden+Kenned
The broadcast element of the campaign includes 30- and 60-second television
spots by acclaimed director Michael Mann who has directed such impact films as
Ali, Miami Vice and Heat.
The spots began airing on August 5, featuring Tomlinson in a game-like setting
demonstrating the speed of game showcased by one of the world’s greatest
running backs. The 30-second version of the spot will also run in theaters
starting August 10.
The television campaign also features an interactive component that was created
as a partnership between Wieden+Kennedy Portland and Ensequence. The iTV
element of the campaign will be available to Dish Network customers who have
DVR receivers. Viewers will be able to navigate through the commercial to learn
more about the product, watch additional footage and become more involved in
the campaign. iTV will also allow viewers to experience the ad from Tomlinson’s
point of view, in which it actually puts the viewer in the commercial.
Wieden+Kennedy Portland and R/GA collaborated on the digital application of the
campaign, creating interactive video content for online ZOOM modules housed on
http://www.nike.com. The video content, an extension of the print and broadcast
creative from Wieden+Kennedy Portland, shows athletes training in ZOOM shoes and
how the technology contributes to their success in a competitive environment.
Each athlete not only provides a tutorial on five of their favorite training
drills, but also gives an analysis of their signature move. R/GA designed and
developed the website that contains all the content.
Lastly, beginning tomorrow the campaign will also feature an 80-foot billboard
New York City
with an image of Nash.