ID Comms

Nike and Wieden+Kennedy add a long-awaited human dimension to ‘Never stop running’ campaign

Those of us who don’t pound the streets of a morning (unless it’s to get to the local wine bar) have long tired of ads showing demented runners in their latest sports shoes. Mostly from Nike.

But Nike’s latest, from Wieden+Kennedy Portland and Sao Paulo, tries to make running a bit more human and, mostly, succeeds.

This, I think, is for the Lunarglide+2 Shields trainer. Which is presumably better than a +1. Or it could be Hush Puppies. Anyway, it doesn’t trip off the tongue.

W+K New York recently produced an astonishing ‘walk on the water’ live extravaganza on the Hudson River for another Nike-connected sports shoe.

What can you say? It’s brilliant but a bit alarming somehow.

I wonder if Nike’s new human-friendly mode is a response to Droga5’s campaign for Puma?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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