SENSE iMMATERiAL REALiTY’s Post

This week we looked at Nike's 'winning isn't comfortable: stairs' ad. Never have I felt so seen and 'in on a feeling and joke' (well, unless they'd have shown someone trying to lower themselves onto a toilet the day after an ultra!). There's truly an 'in club' feeling of that 'pride and smug satisfaction of the pain and difficulty in moving' 😂 But what did others think about it? - Younger and more active people relate to it a lot more. They feel like me and relate to the insight. It's not so strong for everyone - For those in the know, they have tapped into a really resonant insight and executed in a relatable, humorous and highly distinctive way helping it both stand out and make people feel good about Nike - People really like the perfectly chosen music. 'Love hurts' isn't just an 'accompanying track' ... it brings meaning and feel to the ad. Overall, Nike is staying true to representing the voice and feelings of athletes in the “Winning Isn’t for Everyone” campaign. The “Stairs” execution does this beautifully for a specific group of people, particularly those who are more athletic and younger. It works well as part of a wider campaign where Nike can use the same idea expressed for different groups within their total audience, so the brand is coherent in its beliefs and values while connecting more deeply with different segments. As a runner (of both marathons and ultras!), Nike is spot on in this ad! After all, winning isn’t comfortable! (But pain is temporary and glory lasts forever 😉) What did you think? Link to more insights in the newsletter in comments. #AdMiration #consumerinsights #marketresearch #creativeandeffective #advertising https://lnkd.in/eN9vCVVf

Dynamic Air- • Transparent chambers and potential, incompatible. Style is reminiscent of the classic Air Max 1. - The four independent compressed air chambers. They respond to every movement of the foot. An extremely dynamic sensation is created in the foot for use all day. Tiny pattern, highly impressive style - The elegant rubber outsole prevents slipping while the pattern triple layer nanotechnology at the top. Part ensures air circulation and texture. Comfort and daily use • The Injected Injection Phyion Foam. It is combined with the Dynamic Air unit to provide a soft feel and comfort at the bottom of the tread. The robust outsole from Rubber hugs the heel ensuring. Adhesion and durability.

To kick off ⚽ #Euros2024 ⚽ , Nike invited us to tell the story of why the Dri-FIT ADV technology in their National Team Kit is unmatched. 💪 Across the most premium #Nike stores in Europe including House of Innovation in Paris 🇫🇷 , NikeTown London 🇬🇧 and Nike Store Berlin 🇩🇪 , consumers experience #interactive installations that immerse you in the story of Nike’s latest product innovation. The first section of the walk-through tunnel was crafted with #MoveLive and Unreal Engine, where your 🔥 heat-mapped avatar 🔥 shows you how the Team Kit’s new Dri-FIT ADV material 😎 keeps players cool 😎 on the pitch. As consumers move their body, they notice the avatar's colour change from burning orange 🔥 to cool blue ❄ . The second is an interactive zone kitted out by Zedcam and developed in Unity, and uses motion-tracking to convey Dri-FIT ADV's effectiveness in keeping players dry as they move. Consumers wave their hands to💧 wick away moisture 💧 from the on-screen jersey - simulating the breathable mesh of the kit. Full case study coming soon to our website. #football #euros #creative #immersive #creativeagency #motioncapture #realtime #technology #unreal #UnrealEngine #ue5 #digitalfashion #experiential

To celebrate Air Max Day, Nike partnered with OMM to create an innovative three-part web-based augmented reality (AR) experience hosted in 183 Nike Factory Stores across Europe. This immersive and gamified campaign brought the iconic Air Max sneakers to life, driving user engagement and boosting Nike Membership. #nike #airmaxday #augmentedreality #digitalexperience #immersiveexperience

The Nike Air Max Day, as I often say, is never just another day. At first glance it may look like what it is, a brilliant commercial operation. But that is only the surface of it. The Nike Air Max Day celebrates visionaries, people who with courage and a bit of madness have gone against the mainstream and conventions to overturning the status quo. So, when it came to talking about air max day, a very heartfelt moment for Urban Jungle, the thought went to answer a question: What is visionary today? In a world so polarized, full of challenges and changes, filled with conflict and anxiety about the future, well...the answer was obvious. Desiring peace, allowing room for creativity, building a free space and letting people connect with each other driven by their passions. History repeats itself, and a simple sneaker can start a revolution, setting in motion mechanisms that unite different cultures, cities, and people. These are the values we tried to highlight because, despite everything that happens, at the end of the day...we breathe the same air. We should never forget that. Happy Air Max Day. #weareurbanjungle

When Samira Brophy and Fernando Desouches caught up on Nike's new ad 'Winning isn't for everyone' they felt two things were missing: empathy and the brand itself. Learn more about how the ad tested and the perspective from BBD Perfect Storm | a B-Corporation New Macho on Nike's new positioning, in The Drum's article here ➡️ https://lnkd.in/erepdcxd

Following on from my previous post some further insights into the full EC24 experience now in NikeTown LDN, Nike store Berlin and Nike House of Innovation Paris. Special thanks to our boy Jay P. for keeping it cool while modelling for our recap video 😎 #moveai #motiontracking #experiential #unreal #unity #nikedrifitadv #digitalexperience #nike

🌟 Exciting Project Alert! 🌟 We were thrilled to be asked to work with Adidas to create two impressive 10-meter walls for an exciting advertisement featuring South American football stars Bernardo Silva and Julian Alvarez, who have both shone in the Premier League. ⚽✨ The project involved a one-day shoot and required two complete sets to be ready in record time due to the players’ tight schedules. To meet this challenge, we constructed the entire set using Vectarboard, an innovative material that is 90% lighter and 90% more sustainable than traditional MDF. Not only is it eco-friendly, but it also supports the weight of air conditioning units, as showcased in our behind-the-scenes video! In an extraordinary feat, we transformed the set in just under 9 minutes—a process that typically takes 4 to 5 hours! ⏱️ If you're working under time constraints and with multiple talents, this approach is the ultimate formula for success. Check out the video to see our innovative approach in action! 📽️👏 #Adidas #BernardoSilva #JulianAlvarez #SetDesign #Sustainability #Innovation #ProductionSuccess

Here is my take on- Nike's "Anamorphic" Installation: Redefining Brand Engagement through perception Shared by AMAR ALNΞMΞR ☀️🚀 Nike's latest art installation, "Find Your Greatness," is more than just a display—it's an invitation to step into a new dimension of creativity and perception. The impact? By blending art with everyday environments, Nike leaves a lasting impression that goes beyond a transient advertisement. It’s an engaging, memorable encounter that resonates with the ethos of pushing boundaries and discovering potential. Explore and reflect: Next time you encounter something that challenges your perspective, think of Nike’s anamorphic art. How can you apply a similar concept to your projects to leave a lasting impact? Original Credit: Ian Scott and Jeremey Sea 谢泳锦 🔄 Feel inspired? Share this post to spread the idea of transforming ordinary spaces into interactive experiences. #Nike #CreativityInAction #BrandExperience #AnamorphicArt

Recent news indicates that Nike is grappling with a 10% revenue decline due to rising competition from dynamic brands like On and Hoka. BBC News highlights Nike’s strategic plan for a substantial comeback at the Paris Olympics, aiming to reconnect with its audience through compelling narratives and fresh marketing approaches. At Rhapsody, we’ve always believed in the transformative power of storytelling and cutting-edge digital experiences. Our recent project, A Brief History of Nike Air , perfectly illustrates our commitment to creating captivating content that truly stands out. https://shorturl.at/kg24j We leveraged the Ceros platform to develop a dynamic, interactive experience that showcases the legendary evolution of Nike Air. This immersive digital journey is designed to engage users through intuitive navigation and stunning visuals. We crafted an engaging user experience that allows fans to explore the rich history of Nike Air effortlessly. Our content dazzles across all devices, ensuring an optimal experience for every user. Earning a feature on Ceros Inspire solidified our project as a benchmark for innovation and excellence in digital content. This project doesn’t just engage users; it sets a new standard in how interactive content can elevate brand storytelling to unprecedented heights. Ready to transform your brand’s narrative and captivate your audience? Discover how Rhapsody can drive your success: www.rhapsodymedia.com #Innovation #MarketLeadership #InteractiveContent #CreativeDesign #DigitalExperience #RhapsodyMedia #Nike #NikeAir #Ceros