I'm really digging Nike's inventive approach to marketing in different consumer segments. As far as I can see, they've really embraced Hip Hop and utilized it in interesting ways to promote their brand.
Unlike several other companies that just exploit the culture without really understanding it, and use a very disingenuous approach to their advertising campaigns in an attempt to appeal to the "urban youth", Nike goes much deeper and offers social media nuggets like these (not to mention the incredibly dope De La mixtape not too long ago) to represent what they are about.
They don't force feed their brand to consumers. Instead, they seem to favor being one part of an entire lifestyle. And I appreciate it. Read below what I'm guessing is some kind of a press release about the event and documentary series, and then check out the video with the eclectic Hip Hop MC Theophilus London.
As part of the lead up to the World Basketball Festival, Nike Sportswear created a mini documentary of Brooklyn-raised rapper, songwriter and producer Theophilus London giving a tour of the neighborhood he grew up in. This video is part of “1 Love,” a Nike Sportswear experience created to celebrate the AF1 and hoops culture throughout NYC’s 5 borough’s. The “1 Love” program consists of a series of borough-specific mini documentaries, the release of five exclusive Borough Edition AF1′s and a Borough vs. Borough basketball tournament which took place on 7/31 and culminated in a block party at Nike Sportswear’s NYC boutique, Nike Sportswear @ 21 Mercer.
For the short film series Nike Sportswear choose five representative personalities that embody the heart and soul of each of the boroughs to provide an insider’s guide on what makes their home unique. Theophilus kicks it off.