In what may be described as both positioning and patriotic move from a global brand to identify with the African market, Nike, a leading sportswear brand, has unveiled a new campaign titled Africa So Fast, to celebrate the legion of athletes who train and compete in Nike footwear in the continent. Aside the patriotic tone of the campaign, it appears to also be introducing the brand’s recent innovative technology: Zoom.
To domesticate its global positioning outlook, the company is using the campaign to celebrate the success story of Africa’s Fastest Woman, Blessing Okagbare, to inspire and motivate the world. She is without a doubt Africa’s fastest woman athlete having just set a new African record in the 100m sprint a few weeks ago alongside the world’s best including
Alysson Felix, Shelly-Anne and Fraser-Price. Aside the choice of the sport personality the brand has settled for, the timing can be said to be apt, considering the fact that the 26-year-old world-class athlete is setting for the upcoming World Track & Field Championships in Beijing. With the campaign, the brand is not only celebrating the young lady who had made Nigeria proud globally but also sending message of hope and encouragement to millions of African girls, who aspire to make it big in sports.
The ad campaign can be said to be a domestication of a global version featuring the world’s best sports stars and cleverly points out how running shoes from the stable give athletes the edge in the field. To drive home its point, the ‘So Fast’ team parades names that cannot be contested globally like Rafael Nadal, Serena Williams, and Wayne Rooney. Through a well scripted story line, the above athletes and others come together to promote the Nike Air Zoom Elite 8 as the world’s fastest running shoe. Directed by Neal Brennan, co-creator of the Chappelle Show, the 90-second ad also features cameos from David Blaine and the Road Runner. On the campaign, Shelly-Ann Fraser-Pryce, the world’s fastest woman, said: “Everything about my training is speed. Even if I’m running 300-meter repeats in training, or if I’m weightlifting, I’m thinking about speed. “I try to do everything very fast because the quicker you can be in your training, the better it is for you as a runner.” Through the campaigns, the company had successfully established that the Nike Air Zoom Elite 8 running shoe is fast and light. The product is said to feature minimalistic cushioning designed for the born-for-speed, fast-as-hell elite performer. The lightest of the Nike Zoom training footwear family, the Air Zoom Elite 8 is also described as a streamlined propulsion device created for athletes who want to stay fast and light on their feet in training or competition.
“Nike designers considered all angles of the shoe’s speed and comfort in the development of the Air Zoom Elite 8. The Zoom Air in the forefoot offers responsive cushioning at the faster speeds of tempo runs, when runners are more likely to strike with the forefoot,” an official release recently issued on the sport wear stated. It is also said to be of lowered offset (eight millimeters), which makes it puts runners closer to the ground for more control and helps enable a natural foot strike. The sleek no-sew upper is also said to add a supportive and breathable fit.
The Air Zoom Elite 8 is part of a collection of Zoom air running shoes that also includes the Nike Air Zoom Pegasus 32, Nike Air Zoom Structure 19, Nike Air Zoom Odyssey and Nike Air Zoom Vomero 10. According to handlers of the brand, with Zoom Air, the result is a fast, responsive ride whether the runner is out for a morning run or a marathon personal best.
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