Nike Basketball launched its campaign for its new Kyrie4 signature shoe with a distinctly Boston-based campaign led by a commercial called ‘Find Your Groove’.
This celebratory swoosh brand sneaker launch spot stars not just the Boston Celtics point guard (and his body double in the form of internet sensation Jah Swish), but also a whole host of New England/Massachusetts sports and entertainment royalty.
From teammate Jayson Tatum and Patriots super star and Super Bowl winner Rob Gronkowski, the ad also features the Boston Pops orchestra.
The campaign, which celebrates the launch of Irving’s fourth Nike signature shoe, sees the hoops star lace up a new pair of Kyrie 4s and helm the whole ad: from directing scenes and playing cameos, to conducting the musicians.
Launched on Nike’s YouTube channel and debuting on air on the 25 December to leverage interest on the NBA Christmas Day games, the spot was created in harness with R/GA LA.
The idea is that the creative’s narrative demonstrates the same willpower and control that has propelled Irving’s career thus far.
“Finding your groove is about freeing yourself to do things your way.”
Comment:
Last summer Kyrie Irving took control of his career by moving out of Lebron James’ shadow when he left the Cleveland Cavaliers for the Boston Celtics.
Now it seems he’s taking more control of his marketing work and commercial activity if this over-the-top production is anything to go by.
But using an LA agency? Surely they could have worked Boston based creatives?
Links:
Nike Basketball
https://www.facebook.com/nikebasketball/
https://twitter.com/nikebasketball
R/GA LA
