Archive for the 'Sports' Category

Here I am….

We are currently working with Nike on their ‘Here I am’ campaign. As such I have been privy to more of the marketing collateral than your average Jo. I have to admit, whether it is as a woman, a creative type or just a human; they have succeeded in engaging me….big time.

The thinking is this, of course they want to sell more clobber, however, instead of creating a project that places clothes at the heart of all visuals; they have chosen several female stories that are compelling, interesting and beautifully illustrated to be the central theme. These 5 main biographies are the life journeys of female athletes documenting their rise to fame and strength, often through adversity.

 

If Nike can encourage more young women to play sport, by making them not emabarrassed to get sweaty or grow big muscles or be seen as STRONG – instead of PRETTY and essentially for decorative purposes only, teetering around on SATC style skyscraper high heels – then they will have done 2 things: made the world a better place (tongue in cheek) and sold more womenswear in the process.

Whilst I realise you have to spend money to make money, (and from one of the richest brands on the planet you wouldnt expect them to scrimp and save), in this instance, the thinking & execution is incrediably sound and detailed to perfection. Dont get me wrong, I am no hairy feminist and I wear ridiculously high heels with pleasure a good percentage of the time; but I do  see the inherent unfairness in how the whole world pivots around the idea women must always look pretty. We all know exercise is good for us, no one likes muffin tops – but exercise actually does a hell of a lot more good than just keeping down the calories. After a while you begin to realise it fights the black cloud of daily depression, and the physical achievements you make in the gym gradually carry over into everyday life. I know it sounds gushing and cheesey but its true. I recently went on a yoga holiday in ibiza and my gorgeous inspiring teacher would push us into positions we previously thought were impossible. She told us to see ourselves in the pose in our mind, as the starting point, or we would never get there..the next thing was to take a step, give it a chance and let ‘grace’ carry us the rest of the way. And you know what. It f**king worked. I ended up doing one armed hand stands…(well nearly but I did stand on my head). Her closing words were for us to take that achievement out of the class and into life, to know we could do the things we didnt think we were capable of. I know I know, its like the Just do it…mantra. All Chariots of Fire and motivational speeches…but my point is, I get what Nike are saying with the Here I am campaign. Nike takeyou on an interesting journey into these girl’s lives: Maria Sharapova’s animation, is a pencil drawn linear progress of her birth in Siberia during the chernobyl fallout right through to the tabloid frenzy making her the britney spears of tennis.   

It doesnt stop with the movies online, there is a book of sketches and illustrations to accomany it  which is a stunning mix of multi paper stock and print finishes alongside a cacophany of graphic styles and photography. Blow up pages and images from the book and movies are currently part of an exhibition in Nike Town and we will be  touring it  around key UK universities recruiting girls for the Nike Select Programme. If I dont steal all the artwork first! 🙂  Check out the Here I Am site here