Marketing campaign for New Air Force 25

19 Jan '07

3 min read

Moses Malone, Bobby Jones, Michael Cooper, Mychal Thompson, Jamaal Wilkes, and Calvin Natt were the original six athletes who were featured in the now-legendary Nike poster and helped introduce the Force mindset of "I'm going to go through you, not around you or over you."

In addition to the advertising spot, Nike has partnered with MTV to create a show, 1 Night Only, highlighting the history of the Air Force One and celebrating the shoe's 25th Anniversary. The show debuted on January 13th and featured an historic live performance from Kanye West, Nas, KRS-One and Rakim on stage together for the first time.

From the 1 Night Only event, the legendary Rick Rubin is producing an original track "Better Than I've Ever Been." The song is scheduled to be released in February on iTunes. There is also a Force website on MTV's digital site, Overdrive, at http://www.nikeirforce.mtv.com/. Basketball enthusiasts can receive behind-the-scene highlights from the campaign on their cell phones. In New York, a billboard at 34th and 7th Avenue also features the mobile registration.

The launch will be supported with unique retail executions around the world where targeted retail partners will have exclusive display installations and product.

Nike Inc

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