Six Pixels of Separation - The Blog
October 23, 2006 6:01 AM

Nike Town Connects

Branding is all about emotions, expectations and experiences. Yesterday, in downtown San Francisco, the Nike Town store hit a ten on ten for all three.

There was a marathon in the city (going to go out on a limb and say it was targeted to women) and beyond the wicked Nike t-shirt that said, "Ran Like A Girl," the Nike Town storefront window had the names of all of the runners (mostly women) listed in the window.

To watch the scene of proud mothers taking pictures of their daughters, post run, as they pointed to their names on the window was priceless. Watching husbands snap pictures on their mobile phones, or seeing women who ran the race pointing out their names to their small children. Brilliant. It was touching, it spoke to the ability of oneself to push beyond limits and it was validating.

I've been fairly Nike agnostic for the past few years, but this simple act swung the pendulum right back to my initial love affair with the O.G. (Original Gangster) campaign of "Just Do It."

This was a big bravo. It was personal, targeted, and inspirational and, by the looks of it, drove lots of people to the brand of Nike at an inter-generational level... And the store got some serious traffic.

Reflect on the inter-generational connection. Mothers with their parents and their children. That's a long legacy of people who will remember this special Sunday in San Francisco, how they felt post-marathon and the role Nike played in it.

By Mitch Joel


Comments Comments Feed
  • Posted by mini
    Mitch Joel

    When you are wearing a pair of shoes walking on the road, others may not just see your pair

    of shoes, but your taste, your personality.Therefore, how to choose a pair of shoes is a very

    important thing.But many people do not notice this, so we will see a lot of people wearing

    these that don't match.On behalf of a brand is in fact a kind of cognitive.Such as Coca-Cola

    stands for "middle products", and Pepsi-Cola stands for "young".In the sports shoe brand,

    nike dunk sb is also have their own representatives, it represents a stylish andcomfortable.
    It is true, it have been accepted by the majority of young people.So I think that when you

    choose shoes, pay attention to the meaning of the brand, choose their own characteristics,

    personality suited to their shoes.The words of my personality, I prefer low dunk, because I

    was more introverted kind of person.

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