— THE SOCIETY OF THE SPECTACLE

Nike x Levi’s.

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Two of my favourite brands, together at last. Alas the collaboration falls short of my lofty initial expectations, but those disappointments were quickly dispersed when I watched the ad/video. Another Skateboarding film, another excellent example of Nike’s craft at work. (On a sort of side note, it’s REALLY worth checking out the lastest Nike+ ad. Their take on real world 1980’s video games is highly imaginative, heightened only by the use of The Seed’s 1965 Garage Punk classic ‘Pushin’ Too Hard‘ as the soundtrack).

This film features skateboard pro Omar Salazar riding the streets of San Francisco (accompanied by music from Phillip Glass), wearing the Nike x Levi’s special edition 511’s. It’s beautifully done. Maybe not up to the WOW moment that was last weeks post, but nonetheless, the music choices are spot on, the shots are interested enough to keep you watching, and from a larger brand perspective, it’s great to see these two Amercian classics team up. What would be cool now? Levi’s and Nike+ geting together to integrate the tech and fashion elements, framed around the fuel/effort maxim. Exciting times at Nike.

(Via Stella Wongo & Adverblog)

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