Word: nike
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...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...
Five months ago Nike had some new shoes. All it needed was a way to launch them. First came a tag line: "Revolution in Motion." Then, according to Kevin Brown, Nike's director of corporate communications, "another brain wave struck -- using the Beatles classic Revolution, music that best epitomizes the concept, to help make our point...
...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...
Shying away from purses on principle, and anxious to delude would-be wallet-snatchers, I deposited $200 between sock and sole of my right Nike...