Soccer

Nike reason you should buy   by Shine

Nike reason you should buy
There is a scene in one of Nike’s advertising campaign where Dutch Soccer Star Edgar David’s beats

an ‘agent of darkness’ to the ball, flicks it up with one foot before back-heeling it to safety with

the other. It is a magical moment: so magical that it is shot in two frames. My guess is that the

majority of kids who saw the ad didn’t notice the join.

I mention this particular scene because in May, as a prelude to Euro 2000, I was involved in the ad’s

follow-up campaign – coaching football skills to kids – and got thoroughly sick and tired of being

asked, ‘Can you do the David’s trick, mister?’.

Responding to an ad in the London Evening Standard, which asked ‘Are you passionate about football?’,

I went for a quick interview at Nike Town HQ and before I could say ‘personally I prefer Adidas’, I

found myself part of a 48-strong team drawn from all over the country. We assembled at a Travel Inn

in east London, our home for the next 14 days, to fight the good fight in the name of Nike. For two

weeks I was on the frontline, taking ‘the message’ straight into schools around London (1).

We were like a travelling circus, arriving at schools early in the morning to set up goals and props

made to resemble scenes from the ad. It was hectic, tiring, overwhelming, and sometimes fun. The bait

used to keep the kids focused was the opportunity to visit Nike Park, located at Wimbled Stadium in

the week running up to Euro 2000, and the chance to just maybe do what every kid who loves football

dreams of doing – playing on the sacred turf before they pulled down the twin towers.

Before embarking on our mission, animators (our official title) were briefed on the key Nike phrases,

which we were told should be used as much as possible during training sessions. These included

‘Without risk, there is no genius’; ‘Systems should not threaten your imagination’; ‘Control freak

managers need to shut up’. All of which might sound fine and dandy in the boardroom, but come across

as a little precious in an inner-city school in Pamlico. Maybe Nike should have been more honest with

their choice of words. How about ‘Know your own mind, as long as your mind knows that Nike is best’

or ‘Be an individual but wear Nike trainers like everybody else’?

I soon found that the ‘swoosh’ symbol of Nike possesses a lot of power over young impressionable

minds. It is a status symbol kids will steal for (the number of balls that went missing up the backs

of jumpers is testament to this). I saw the sign shaved on the head of one youngster and a group of

girls fight over the swoosh-emblazoned tape used to cordon off areas around the zones of activity.

This made me contemplate what Nike really stands for beneath the veneer of easy-come slogans and

expensive clobber.

Going back to the ad, this 90-second commercial features the cream of Europe’s football talent, in

which David’s, who plies his trade with Duvets and the national side of Holland, is undoubtedly the

star turn and marketing man’s dream. With his dreadlocks, all-action aggressive style of play, and

the eye-catching goggles he wears to protect his glaucoma-ridden eyes, he certainly stands out from

the crowd .
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