The Finest Sweatshirt in the World?

I bought me one of these Nike x Loopwheeler AW77 sweatshirts:

From the Nike 1948 store in Shoreditch.

I’ve been wearing it for 3 days straight. And I can’t take it off. It truly is the finest sweatshirt I’ve ever owned. I don’t normally get like that about clothes. And I loved it without hesitation before seeing the video (in case you were wondering).

Another bonus point for YouTube! It’s completely bonkers that I can find a video of my new favourite item of clothing on the web.

Nike 1948 Popup Store in London

Edit: Popup store has popped-down.This store now appears to be closed. So don’t make a special trip to see it.

If you’re in the Shoreditch area there’s a nice temporary pop-up Nike store just opposite Market Sports on Bateman’s Row.

It’s open:

Nike 1948 Popup Store in London

There’s a big concrete AirMax shoe outside:

Nike 1948 Popup Store in London

And inside there’s limited edition shoes and clothes made by Nike all in a swanky sport-themed interior. It’s a pretty nice thing.

Nike 1948 Popup Store in London

It’s here, in case you want directions…


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Morris Dancing – Just Do It?

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Yesterday my life was changed. I saw street Morris Dancing. Well it was just ordinary Morris Dancing. But in the street. I’m sure there’s room for updating this old fashioned art – perhaps mashing it up with some rude drum and bass styles. Or something like that.

Actually it was just really good fun as it was. For about half an hour a small pocket of our local community had a bit of a laugh together with no pretensions of cool or age or anything. People just laughed and jumped around a bit.

Because of the role of Morris Dancing as a really important social glue. I think there’s a huge opportunity for the big global sportswear brands to get in on the act. I noticed that the Black Reebok Classic (or variants thereof) appears to be the shoe of choice of today’s Morris Man:

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However there was a clear competitive advantage shown by the guy wearing Nikes:

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That guy could be the Jordan of Morris Dancing – I kid you not!

If you want to see more pictures of men and sticks and small St George flags I’ve got a Flickr set here: http://flickr.com/photos/iaintait/sets/72157606153242104/.

Sophie and I even had a go. But thankfully there are no pictures. I hope.

Nike, is it Supersonic?

Nike Supersonic

Right now you can’t move in London without seeing some kind of ad for Nike Supersonic.

According to the blog spam I got the other day:

“Nike is launching an exclusive invitation only event for 3,000 people in London to push their pace through the sound barrier with Nike+ Supersonic. 1,000 runners and 2,000 of their guests. One night of music fuelled speed.

On the night of 17 November 2007 at a secret London venue, London’s fastest 1,000 will sprint a floodlit 1K course, cheered on by 2,000 of their mates, ending with an invite-only, exclusive gig.

Contenders compete for tickets at four weekly 100m speed trials across London throughout October, starting on the 12th in Finsbury Park. Each trial will feature live DJs, athletes, celebrities and Nike gear. The fastest 1,000 runners from the trials will get the opportunity to compete with two guest passes.

Pre-registration for trials, videos, ring and alert-tones can be downloaded at www.nikesupersonic.com which will continue to be updated with more information for the next couple of months.”

For me, another great example of Digital Agencies sucking at blogger relations. Nothing personal.

I’d had a word with myself about not writing negative things about campaigns and only writing nice things. But being as I got a horrible piece of blogger outreach only a day or two after my post, I feel like I’ve been given permission to comment. And comment I shall. (I’ve tried to be as balanced as I can).

What I like about the campaign is their use of MySpace. Setting the microsite inside MySpace does some good things. It makes it connectible and commentable and sits it inside a ‘relevant’ social network.

Unfortunately the microsite is nothing more than a big flash movie with not much to it. A very nicely produced flash intro. Really very nice. But it does feel a bit, well, shallow. Oh and there’s some downloads.

They’ve also done a great job of getting it ‘out there’ (aside from the impersonal and heavy handed blogger stuff). But even that seems to have worked given the coverage they’ve got. Being a big sexy brand like Nike means you can get away with a lot…

But the online stuff isn’t bad. It’s what’s missing from the campaign that I feel a bit funny about. I’m not sure if this is supposed to be a replacement for, or an evolution of, Run London. But to me it feels like neither.

run londonLike many people I’m a big fan of Run London and lots of the stuff that was done around it (especially some of the online and mobile things). But what made Run London brilliant was the sense of empowerment and the fact that it was based around an insight and an event that ALL runners could feel inspired by.

Supersonic feels really ‘elite’. As a rubbish runner it has no relevance to me. I don’t want to go and turn up to an event and fail. Nobody likes to fail, and I’m guessing that only people who think that they’re good enough to run 100m very fast will bother to turn up.

Even the design feels ‘elite’. Using light graffiti and moody effects makes the whole thing feel a bit ‘techno sphincter’ (sorry that’s a phrase one of our clients brilliantly used to describe that macho matrix-esque design aesthetic)

Maybe there’s reasons why mass participation isn’t the objective this time around, but the whole thing leaves me cold. A real shame when the Run London stuff had me all warmed up.

Lots of style. Odd substance if you ask me.

Cryptic Icons

Icons are cool. They let you get across the message quickly and easily. Unless of course they’re bad icons that just leave you puzzled and wondering what on earth is going on…

No socks? No messy ticks? No poor counterfeit Nike sportswear? No idea…

Warning, huge eyeballs? Don’t bury your CDs under the shed? It was on a sports centre so I should have been able to figure it out…

It was Indoor Bowling! Admittedly quite a tricky thing to turn into an icon I guess…

Digital Lepers

Clio Awards 2007

If you read my rubbish regularly you know that I have a funny relationship with advertising. But as I’ve tried to stress before I don’t have anything against the advertising industry.

I just think that the digital world has perhaps an uneasy relationship with the advertising establishment. I’ve tried not to get emotional about this or read too much into any of it, but here’s a few things I witnessed at the 2007 Clio Awards in Miami.

  1. The interactive category got less time in the awards than the student category (it did get more time than radio but only just – and radio only had 2 winners)
  2. RGA won a grand Clio and two gold awards for Nike+, I was sitting next to a nice man called Chapin from RGA. He didn’t get asked to go up and pick up the awards. Every other agency that won a grand Clio had the whole team go up and get recognised
  3. The interactive jury didn’t get to meet up to discuss the winners, we did the whole thing online. (In my humble opinion this meant that lots of great work got missed out). Every other jury seemed to have had physical meetings to go through the work – except for perhaps Radio which also seemed to get a bit of a raw deal
  4. The TV/Radio night was definitely the ‘big night’. The auditorium was full as opposed to 1/2 empty. Even the music changed, a subtle difference, but one that was noticed
  5. In the ‘gallery’ you could view winning work from print, tv and radio (through a bunch of iPods). But you couldn’t see or experience the digital work anywhere.

I’m not particularly annoyed about it. And it’s probably right that I’m not. Perhaps I should shut up and actually enjoy the fact that digital it still little bit underground and grubby. In fact that’s exactly what I’m going to do :-)