Nike launched its new marketing campaign, The Second Coming: Our Game, Our Time” to introduce the new Air Force 25. The new advertising spot will debut on MTV. The campaign will also feature two unique music collaborations, out-of-home in six markets, vertical print, digital communications, mobile phone communications and retail marketing.
In addition to the advertising spot, Nike has partnered with MTV to create a show, 1 Night Only, highlighting the history of the Air Force One and celebrating the shoe's 25th Anniversary. The show debuted on January 13th.
There is also a Force website on MTV's digital site, Overdrive, at www.nikeirforce.mtv.com. Basketball enthusiasts can receive behind-the-scene highlights from the campaign on their cell phones. In New York, a billboard at 34th and 7th Avenue also features the mobile registration.
The launch will be supported with retail executions around the world where targeted retail partners will have exclusive display installations and product. This retail experience will showcase the past, present and future of Nike basketball highlighting both performance and lifestyle footwear and apparel specific to the Nike Air Force 1 and Nike Air Force 25.
