Marketing & Advertising
Nike, your way to excellence (Nike)
Originally, the AW77 was a Hoodie created by Goeff Hollister, in order to allow runners to continue practicing, even when it was raining.
This winter, Nike has decided to remaster this old icon from the 70’s for the Swoosh brand.
To present it: Maxime Medard.
Who is he?
A player from the French National Rugby team, and also Toulouse. Maxime is the new icon of the French rugby, incarnating youth, agility, beauty and a challenge spirit. It’s for those qualities that Nike picked him up for the advertising for the AW77
This advertising, made by Duke-Razorfish, a French Advertising Agency, starts with the arrival of Mr. Medard, wearing his new AW77 Hoodie, with this slogan: “Never Without a Fight”.
This slogan reminds us the quote of Pierre Corneille: “To conquer without risk is to triumph without glory”… And this advertising is all about challenges that you have to face with, especially as a professional sportsman.
The drawing is starting at the beginning of his feet, and is going to his head, outlining all the different challenges that he took up.
The message: Nike helps you to reach your dreams, even in difficulties.
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