Word: nike
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Dates: during 1980-1989
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Take the Boston Marathon. Two years ago, Nike hung up a pair of giant-sized Sook Racers on the Hancock building. The advertising coup was completed when Ingrid Kristiansen won the women's race that year wearing Sock Racers. Sales of the Sock Racer soared...
Rock fans are complaining because a Beatles "classic" will be used to advertise Nike sneakers. But nobody complained when Tchaikovsky's Nutcracker Suite was used in a commercial for cat food or the Brandenburg Concertos advertised German cars and French mustard. My heart bleeds for the Beatles fans who take the commercialization of their heroes' songs so seriously...
...place this year. Among them: the Boston Stride, the San Francisco Stride (which drew 6,000 last fall) and the Casimiro Alongi International Memorial Racewalk in Dearborn, Mich. To supply this horde, Reebok, Avia and Rockport, even though they are commonly owned, & are separately producing a variety of models. Nike says that last year it sold more than half a million pairs of its specially fashioned flexible walking shoes...
...Wieden & Kennedy, who helped work out the ad campaign: "We never considered sound-alikes. We're baby boomers too. This is our music. In our minds, it was the Beatles or no one." After some ticklish negotiations and two large payments, it was the Beatles singing and playing for Nike-Air shoes. No getting around it: Nike has brought the current craze for rock commercials to a benchmark and made a bit of pop history as well...
...wasn't promoting revolution at the time -- or sportswear at any time. Photographed on jumpy, grainy black-and-white tinted Super 8, edited to look at first like some family-heirloom home movie but in fact adeptly synced to the hard rhythms of the song, the Nike spot rousingly shows several pros (including John McEnroe and Michael Jordan) and lots of gleeful amateurs working themselves into sweaty transports of athletic fulfillment. "We tried to make a kind of radical sports documentary," says Paula Greif, who produced and directed the spot with her partner Peter Kagan. "It's about emotional moments...