Nike Action Sports Featured in Epic Film Shot at Night
BEAVERTON, Ore., Jun 02, 2011 (BUSINESS WIRE) -- Nike (NYSE:NKE)
today announced the launch of "The Chosen," a new global 'Just Do It'
campaign featuring a pantheon of action sports stars. The centerpiece of
the campaign is a film featuring skate legend Paul Rodriguez (P-Rod),
Olympic snowboarder Danny Kass, surf prodigies Julian Wilson and Laura
Enever. The film was shot all over the world at night and features
lighting and pyrotechnics reminiscent of a live rock concert.
Throughout the course of the campaign, Nike will be conducting global
grassroots events providing athletes an opportunity to participate in
the sports featured in the film.
"The Chosen" campaign also includes a video contest inviting skaters,
surfers, BMX riders, snowboarders and skiers to submit a video of their
crew in order to be chosen for an opportunity of a lifetime - a chance
to travel with the Nike team while getting access to exclusive Nike
products and experiences. The contest will run within Facebook where
winners will be determined by fan support, Nike and Nike athletes.
"'The Chosen' represents a new voice for Just Do It, a passing of the
torch to the next generation of sports heroes," said Davide Grasso,
Nike's Vice President of Global Brand Marketing. "This is a defining
moment for Nike Action Sports as we evolve this iconic campaign to bring
it to new audiences, in new ways around the world."
The campaign will debut globally on Facebook, Thursday, June 2nd at
7 PM EDT. The film will air on TV on Sunday, June 5 during Game 3 of
the NBA Finals at 8 PM EDT. The 3-D version will air at cinemas
nationally over the 4th of July Weekend. The campaign will be seen in 23
markets including the US, China, Brazil, Western Europe and Australia.
This is Nike's first ever 'Just Do It' campaign featuring all action
athletes, exemplifying its commitment to Action Sports and its elevation
as a key growth category.
"It's amazing that Nike is elevating action sports to the same
platform reserved for sports icons like Michael Jordan and Lebron
James," said Nike Pro Skateboarder Paul Rodriguez. "Shooting and skating
at night underneath bright lights made it intense, exciting, and fun."
Created in collaboration with 72andSunny, and directed by renowned
cinematographer Lance Acord, the film features an astounding 25 athletes
filmed over the course of a year at some of the best action spots in
the world, including Whistler, Aspen, Bali, Hawaii, Florida, New York
City and Los Angeles. Complementing the film are behind-the-scenes
content pieces from each location.
The film features the following Nike Action athletes: Paul Rodriguez,
Theotis Beasley, Omar Salazar, Danny Kass, Nicolas Muller, Annie
Boulanger, Ellery Hollingsworth, Mason Aguirre, Greg Bretz, Louie Vito,
Peetu Piiroinen, Andreas Hatveit, Julian Wilson, Alejo Muniz, Monyca
Byrne-Wickey, Michel Bourez, Kolohe Andino, Malia Manuel, Laura Enever,
Garrett Reynolds, Dennis Enarson, James Stewart and Ryan Dungey.
The music track for the film entitled "I Got a Thing," was written by
Clarence "Fuzzy" Haskins of the band Funkadelic and performed by Hanni
El Khatib. The contest, the film, and behind the scenes videos can all
be found at NIKE.COM/CHOSEN.
For more information including multimedia, visit: actionsports.nikemedia.com
About Nike
NIKE, Inc., based near Beaverton, Oregon, is the world's leading
designer, marketer and distributor of authentic athletic footwear,
apparel, equipment and accessories for a wide variety of sports and
fitness activities. Wholly-owned Nike subsidiaries include Cole Haan,
which designs, markets and distributes luxury shoes, handbags,
accessories and coats; Converse Inc., which designs, markets and
distributes athletic footwear, apparel and accessories; Hurley
International LLC, which designs, markets and distributes action sports
and youth lifestyle footwear, apparel and accessories; and Umbro Ltd., a
leading United Kingdom-based global football (soccer) brand. For more
information, visit www.nikebiz.com.
Photos/Multimedia Gallery Available: www.businesswire.com/cgi-bin/mmg.cgi?eid=6747380&lang=en
SOURCE: NIKE, Inc.
Nike
Media Relations, 212-367-4447