Monday, January 31, 2011

Nike connects global runners via ‘Ekiden’ contest

Curated By ZenithOptimedia, The ROI Agency
Find out more at
Nike has launched a branded social initiative around Japan’s Ekiden long-distance relay race, a popular national winter sport.

The brand’s ‘Global Ekiden relay - RUN Fwd:’, developed by Wieden & Kennedy Tokyo, invites participants from around the world to run a minimum distance of three kilometres using Nike+ equipment and appoint the next runner - who can be anywhere in the world - by email.

The aim is to become the world’s longest Ekiden team within a set period (the contest ends on 28 February). Nominated participants failing to run the minimum distance within the allotted timeframe of 72 hours will cause their team to be disqualified.

A dedicated RUN Fwd: website provides map information corresponding to running routes recorded with Nike+GPS and shows the routes run by teammates.
Appointed participants receive an invitation movie by email, which is customised to reflect the number of people who have run for the team up to that point and the distance covered. The new participant’s subsequently appears at the end of the film.

The initiative is connected to Twitter, Facebook and Mixi, enabling teammates to connect and send support messages to each other.

Client Nike Japan
Agency Wieden+Kennedy Tokyo
ECD Frank Hahn, Naoki Ito
Director/animator Genki Ito
Art director Naoki Ga
Copywriter Hiroshi Kuyama, Andrew Miller
Interactive copywriter Takayuki Rokutan


Diesel x Adidas 2011

Curated By ZenithOptimedia, The ROI Agency
Find out more at

Adidas is a collaboration monster. They’ve paired up with Diesel again to come up with a limited edition sneaker collection. Diesel and Adidas first joined forces with a denim collection in 2008. The Diesel x Adidas sneaker collection features five classic Adidas styles re-designed by Diesel. They were launched on January 20th 2011 and there is only 10,000 pairs available globally.

Thus Stefano Rosso, responsible for Strategic Brand Alliances of Diesel (and son of the company’s founder): “I am a huge fan of adidas, they inspire me and they were my myth when I was growing up. After the amazing denim collaboration, when Diesel’s know-how was infused by adidas’ spirit, we are now starting a new chapter of the partnership: the heritage of the two brands will come together applying our spirit on adidas classic kicks!”

An adidas spokesperson commented: “Our two brands continue to share a great relationship built on our mutual respect and admiration for each others business and expertise. Following the recent collaboration in which we used the Diesel expertise in denim to create a new segment for Originals, this new sneaker project allowed us to approach the product creation in reverse. Working together with Diesel always results in a positive sharing of ideas. Their perspective makes for great products and gives us a better understanding on how others would interpret our collection.”