How does Nike sound like? I think that question is very difficult to answer…
The sports company has been using very different genres of music for its campaigns, from electronica to classical music, as you will see in the following videos.
Nike free music shoe
Find your greatness
Take control with Andres Iniesta and Sarasate’s music
I do not have any idea how does the Japanese DJ duo Hifana transformed Nike’s flexible runn+ running shoes into musical instruments. Is it actually possible? Or is it a kind of trick? Anyway the result is spectacular!
How does Nike approach to music? Is there any evidence of integration of music and sports?
Thanks to the evolution of digital music distribution and the proliferation of music streaming services, the company has adapted its strategy and created new products to fit consumer’s demand.
Nike and new music products:
The company, together with Apple has launched Nike+ app, a running application that allows the consumer to listen to any kind of music while practicing sports. The application is available for iPhone and Android and can be purchased on App store.
Additionally, the new iPod nano can be synchronized with iTunes library without connecting an external device or sensor.
Nike has also participated in the design of a video game called Kinect Training for Xbox 360, putting together individual training and music.
Artist endorsement and events:
As well as other companies Nike has partnered with some artist such as Rick Ross, The Neptunes, Rakim, Nas and KRS-One who had appeared in some TV spots.
In addition, Nike and the singer and songwriter Katy B collaborated in the organization of an exclusive event, The First ever Nike Training Club Live Festival, held in London on the 7th of July of 2012 at Old Billingsgate Market. The initiative was specially created for girls and aimed to bring together sport and music. The attendants could participate in some training sessions, get free professional massages or even get daring neon color manicure!
Nike was actually in trouble in 1987 as the company decided to use The Beatles song “Revolution” in a commercial, without Apple Records, The Beatles’ recording company permission.
As a result, Nike had to pay $250,000 to Capitol Records Inc., which was the owner of the North American licensing rights to the recordings, in order to use the original recording for a year.
Nonetheless, after such incident Yoko Ono gave her authorization to Nike to use John Lennon’s song “Instant Karma” in another advertisement.
Another recent incident occurred in June 2009, when Eddie Van Halen accused Nike of treading on his trademark, regarding the use of graphic stems from his red/white/black striped pattern seen on his “Frankenstein” guitar, which he has held the rights to since 2001. Eddie was asking for the impoundment and destruction of all the Nike Dunk Lows shoes, as well as all profits from its sales and damages.
What do you think about Nike’s design? Were they using Van Halen’s design, or is it just a coincidence?