Nike Air Force One introduces a new web series called ‘The Ones’, where they “profile creative individuals who are revolutionising their respective fields and explores what makes them special”.

Brands like Nike have the great benefit of being a part of exciting and ever evolving cultures like music, dance, art… It would be stupid of them not to use that benefit for their own marketing.

Many brand try to do this. Just a few months ago, Palladium launched their ‘Tokyo Live’ web series featuring Pharrell exploring Japan for us. Nobel after what happened to Japan about a year ago, but a bit fake when you notice Pharrell is more of a host than an author.
Adidas has been trying this as well, every year, with their Originals collection. Very nicely compiled movies, great people, lovely atmosphere. But again not really digging into the culture as they use famous artists.
A brand that has succeeded in this, is called Alkr. They recently collected a few profiles of creatives in different fields. The movies are short, interesting, fit the brand and are introducing fairly unknown artists who, most of the time, aren’t even that closely related to Alkr. This benefits both parties: Alkr fans learn about new artists and cultures and start seeing the brand as a form of inspiration, which makes them like the brand even more. And featured artists can use Alkr as self promotion, introducing themselves to a new and bigger audience. 

That’s the struggle brands like these try to solve. Mainly because technology is getting better and cheaper, almost everybody is able to make cool skate videos, create amazing parties, organize interesting events or expos, do beatjams, or do breakdance battles on the streets… We don’t need the support of bigger brands to do this, plus if we do it ourselves, it’s much more authentic and real. Some people even make their job out of it, for example Nalden or Levi Maestro. 
The questions these brands have now, is how they can tap into that culture, and create similar content, which promotes their brand, but remains real, authentic and interesting.

After much trying, it seems like Nike is finally getting there. Not so long ago, they introduced London 1948, a London popup store and an iPad Magazine exploring upcoming people, events and happenings in East London. Now, with ‘The Ones’, Nike is well on their way of creating interesting profiles such as this movie. Although the sneakers’ appearance is pretty persistant, the person being profiles is quite unknown, clearly showing talent, and bringing Nike down to a true culture. I’m very curious how this web series will evolve.