| Almost everyone knows Nike because it is a brand | | | | fast as the internet. |
| famous all around the world. Where did you first | | | | Needless to say, this is an absolutely terrible idea, and |
| know it? Watching TV? Surfing on the Internet? Just | | | | you have to assume that if there were any way to |
| come across a Nike store? | | | | avoid this hitting stands, it wouldn't be. No one in any |
| We know that as a product, it must be known in | | | | position to decide anything, even what kind of ice |
| everyone. What is the fastest way? I think is | | | | cream they feed the dogs at NASA, would let this |
| attractive ads. A beautiful ad impresses people. Ads | | | | ad go through in this current climate. I would |
| with stocking will make people have the urge to try. | | | | encourage Nike to send little kids out the intercept |
| A trendy ad makes people feel youthful. | | | | and destroy every issue containing these |
| People often enter such a misunderstanding that | | | | advertisements, lest its good name and its two of its |
| always trust what stars said. Star is usually a part of | | | | most valuable brands not be, ummm, caught in the |
| advertising, but not the theme what ads want to | | | | crossfire. |
| express. A theme that transfer the funtion of | | | | This one is my favourite. Shoes are the new |
| products is the core of advertising. Usually, ads invite | | | | turnables. That's the conclusion you might reach after |
| popular stars. A star can speak for more ads. So | | | | watching a new Japanese campaign for a Nike |
| how to innovate in advertising is the difficults Nike | | | | running shoes. Apparently wishing to tout the |
| should overcome. | | | | bendable qualities of its new footwear, Nike enlisted |
| As a brand of shoes, any with the shoes related | | | | sound artists to transform its product into a musical |
| movement is the NIKE wish expression subject. You | | | | instrument. The shoes get plugged in, switched on, |
| can see it clearly that Nike not only contain football, | | | | and mixed up, battle-style, as they sense when the |
| basketball, running, but also street dance, skateboard | | | | shoe is flexed or moved in space. And yes, |
| and anything related to fashion. Nowadays, Nike | | | | everything you see in the video is real: the shoes |
| adhering the way of cooperation, cooperate with the | | | | really are controlling digital sound live. We even have |
| OPPO, achieve the desired effect that both | | | | the Max patch to prove it. |
| propaganda Nike and OPPO. But it is not the ending, | | | | Lovers of experimental sound art will immediately |
| it's just a beginning. | | | | recognize one of the Shoe-Js: it's Daito Manabe, a |
| Nike's spirit is revealed in sports shoes, i.e. Nike Dunk | | | | bleeding-edge sound artist and alternative interface |
| SB, trainers shoes. Shoes more prominent in the ads. | | | | guru with a background in turntablism. I spoke to |
| Jordan, Kobe Bryant, C Lo and Liu Xiang are | | | | Daito, and convinced him to share the software that |
| cutting-edge talent in all areas. Nike not simple a | | | | makes the project tick. Daito says he used flex |
| company just want to profit enterprise, but also a | | | | sensors (see examples) and accelerometers to make |
| brand emphasis on promoting enterprise culture. | | | | the shoes interactive. He then processed the control |
| The Nike ad, inside the cover of this week's editions | | | | signal and converted it to sound using the modular |
| of ESPN The Magazine and Sports Illustrated, has | | | | visual programming environment Max/MSP and |
| LeBron James on one page and Kobe Bryant on the | | | | Ableton's Max for Live. (For another example and |
| other. Along with the slogan, "Prepare For Combat," is | | | | other resources, you can check out the article I |
| a quote from each player showing how tough he is. | | | | wrote for Make Magazine issue 8, in which I stuffed |
| Bryant's blurb says: "I'll do whatever it takes to win | | | | flex sensors into a sock monkey and connected it via |
| games. I don't leave anything in the chamber." | | | | MIDI.) |
| Guns. They walk among us. They end lives and | | | | What's striking to me about the Max patch is its |
| protect families. And recently, they've been the latest | | | | elegance. For all the power of these interactive |
| reason for people to say they'll never watch another | | | | environments, sometimes they're at the best when |
| NBA game. | | | | you do something really simple. In this case, that |
| So naturally, Nike -- the don of all basketball | | | | frees up someone like Daito to focus on the |
| gear-makers -- would pick this week to run a print | | | | performance aspect. |
| campaign that features the game's two biggest stars | | | | I actually like the impromptu feel. That's usually the |
| alongside gun-related lingo. In what has to be the | | | | sort of thing the advertisers want. (Oh, look! An |
| worst timing in the history of sports advertising, | | | | abandoned tunnel! Open the vodka! Text your |
| Kobe Bryant and LeBron James will appear in | | | | friends! Let's have a disco! Wow, everyone we know |
| important national magazines casually referring to | | | | is a model!) Of course, in this case, some of the |
| their sport, and themselves, in terms ripped from the | | | | sense of "let's set up some shoes and make digital |
| sinister world of firearms. That sound you heard was | | | | music" is just as improvised as it looks. And this clip is |
| a million intelligent professionals slapping themselves in | | | | making the rounds, because my Dad sent it to me! |
| the forehead and wishing print media could move as | | | | |