I was reading an article in the Wall Street Journal about Nike’s recent marketing strategy shift that has them shuttering traditional endorsement icons like Tiger Woods and Michael Jordan for underground influencers like Mister Cartoon, a prominent tatoo artist in California.
Mister Cartoon has, over the past few years, achieved a cult-like following in the art underground. He’s arguably one of the most sought after tattoo artists that most typical Americans have never heard of. But when he speaks, many listen. And when he practices his art, many are left in awe – and that’s why Nike has recently signed him to a deal that has him producing his own shoe designs, as well as helping with some marketing & promotional materials.
Similar to their deal with Mr. Cartoon, they’ve recently also inked a deal with Lenny Futura, a prominent graffiti artist. Industry insiders see these moves as Nike’s attempt to stay on the cutting edge, and not always follow the mainstream. This is a move that many say will keep Nike more relevant in the mind of the consumer.
Regardless, I love the ad strategy that goes along with this effort. They’re almost like anti-ads in that they don’t LOOK like ads. I can’t wait to see the ads show up in Baltimore. Check them out – they’re very artistic, with only a cursory mention of the Nike brand (if you look, you can BARELY see the swoosh at the bottom right of the billboard). Honestly – I feel the designs are much more memorable than any Nike ad I’ve seen lately.
Many thanks to Nicholas Casey and Bruce Orwall for the informative story from the Wall Street Journal.
Garret Ohm
www.orange-element.com
 |
Coming Soon! |
|
