Nike’s ‘Space To Dream’ campaign, promoting its new Air Max 2090 sneakers which were designed with the future in mind, is fronted by 19-year-old prospective astronaut Alyssa Carson who’s own mission is to become the first person on Mars.
Based on the ideas that there is ‘no straight line to get to the future’, ‘forging your own path’ and ‘inspiring the next generation of dreamers’ along the way, the campaign outlines Carson’s commitment to hard work in pursuing her dream.
The campaign is spearheaded by a hero spot featuring Carson and the future-facing new Air Max 2090.
The college freshman, who has been training to become one of the first to travel to Mars since she was seven, stars in the spot and supporting photo shoot shot in the high desert of Vasquez Rocks (California) which, according to Nike, has ‘terrain somewhat reminiscent of the Red Planet’ and reflects the idea of exploring unchartered territory.
For the creative, Carson wears a pair of new Air Max 2090 which have been designed with the future in mind to suit what might life be like 70 years from now.
The campaign’s proposition is that in 70 years we might be living on a Martian colony (perhaps started by Alyssa), but for now we can experience the far-off future with the Air Max 2090.
The film and supporting content aims to drive viewers online to the shoe’s web page where Nike has a full interview with Carson at https://www.nike.com/alyssa-carson-space-to-dream
Where she reveals her love of space first developed when she was seven and took her first space camp vacation and was fascinated by the life-sized rockets in the Space Centre and entranced by the simulator experiences.
Outcome:
In terms of social statistics since its 29 April launch, the spot has racked up 14,278 views on Nike’s YouTube channel.
Comment:
Nike’s answer to the question ‘how do you launch a futuristic sports shoe when there is no live sport because of the COVID-19 pandemic’ was clearly to focus on a Martian future.
And why not? After all, despite the pandemic and the stay home lockdown, we are still sending astronauts to the space station, Musk is still launching rockets to deploy satellites and we are all thinking more about the future.
But while Carson’s lifetime dream is to land on a planet 33.9 million miles away, at Activative all we dream of is being able to go to the pub with our mates,
Of course, this isn’t Nike’s first space-themed marketing and creative adventure: the sportswear giant’s previous outer space initiatives range from Space Jam to the more recent Space Hippie
and also its Back To The Future self-lacing sneaker (see case study).
Indeed, even Reebok has launched its Floatride Astronaut Boot (see case study).
Links:
Nike
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
Wieden + Kennedy
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