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Marketing campaign for New Air Force 25
19
Jan '07
Nike launches its new marketing campaign, The Second Coming: Our Game, Our Time" to introduce the new statement shoe of Nike Basketball, the Air Force 25, while paying homage to the basketball revolution that Nike started 25 years ago with the Air Force 1.

To kick it off, Nike premiered a short-form, music-fueled montage featuring in-studio highlights of two of the hottest young talents in hip-hop, Just Blaze and Juelz Santana, creating an exclusive track for the AF25 movement, as well as select footage from the highly-anticipated campaign. The special clip premiered on MTV's Sucker Free, MTV2 and http://www.nikeairforce.mtv.com/ yesterday.

Today, the new advertising spot airs and features LeBron James, Kobe Bryant, Steve Nash, Amare Stoudemire, Rasheed Wallace, Jermaine O'Neal, Tony Parker, Paul Pierce, Shawn Marion, and Chris Paul playing the ultimate pick-up game. It will debut on MTV's Sucker Free at 4 p.m. ET/PT and at http://www.nikebasketball.com/. The campaign will also feature two unique music collaborations, out-of-home in six markets, vertical print, digital communications, mobile phone communications and retail marketing.

With enough star power to fill a feature length highlight film, the new 60-second commercial was produced by Nike, advertising agency Wieden & Kennedy and renowned music video director Dave Meyer.

In 1982, Nike changed the game of basketball forever with the introduction of the Air Force 1, the first basketball shoe with a Nike Air cushioning system. The Air Force 1 evolved from a performance breakthrough on the court to a cultural icon of the street. The new Air Force 25 is based on the design of the original Air Force 1, and is a modern, sophisticated shoe that evokes the heritage of the Force franchise and Nike Air technology. The AF25 features visible Zoom Air cushioning in the forefoot and Max Air cushioning in the heel for ultimate comfort.

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