Nike Captures True Essence of Being Born to Play Football in New “FATE”
TV Commercial
Features NFL Stars LaDainian Tomlinson and Troy Polamalu
BEAVERTON, Ore. (Business Wire EON/PRWEB ) October 9, 2008 --
This weekend Nike (NYSE: NKE) kicks off a new football campaign, “FATE,”
which captures the true essence of the game by following the journeys of
two top athletes from their first steps to playing in the NFL.
The “FATE” TV
commercial features San Diego Chargers All-Pro running back LaDainian
Tomlinson and Pittsburgh Steelers Safety Troy Polamalu. The spots were
directed by David Fincher, a renowned director whose films include Se7en,
Fight Club, Panic Room and the soon to be released The Curious
Case of Benjamin Button.
“The beauty of this ad is it reminds us of how
much hard work, sacrifice, and yes, fate it takes to make it to the top
of the sport of football,” said Ken Dice, Nike’s
Vice President of US Brand Management. “We
are showing the passionate and real journey the best in the game have
gone through to suit up every Sunday.”
A 30- and 60-second version of the ad traces Tomlinson and Polamalu’s
lives from young toddlers through middle and high school and college to
their careers as professional football athletes. All of these scenes
were researched and are authentic to the lives and milestones of
Tomlinson and Polamalu. At the end of the ad, the athletes compete in a
NFL game. Their all-out play is captured in a raw but beautiful fashion
in a final climatic moment.
The ad campaign, produced in cooperation with Portland, Ore.-based
advertising agency Wieden+Kennedy, will begin airing this Saturday
during the nationally televised college football games as well as during
Sunday’s NFL games. It will run through
several weeks on major networks and cable channels including ESPN, ABC,
Fox, CBS, BET and MTV. The campaign will also be featured on www.nikefootball.com.
About NIKE, Inc.
NIKE, Inc., based near Beaverton, Oregon, is the world’s
leading designer, marketer and distributor of authentic athletic
footwear, apparel, equipment and accessories for a wide variety of
sports and fitness activities. Wholly-owned Nike subsidiaries include
Cole Haan, which designs, markets and distributes luxury shoes,
handbags, accessories and coats; Converse Inc., which designs, markets
and distributes athletic footwear, apparel and accessories; Hurley
International LLC, which designs, markets and distributes action sports
and youth lifestyle footwear, apparel and accessories; and Umbro Ltd., a
leading United Kingdom-based global football (soccer) brand.
Note to Editors: To view the ad or download screen grabs and broll,
please visit nikemedia.com.
See the original story at: http://eon.businesswire.com/releases/ladainian_tomlinson/troy_polamalu/prweb1450164.htm
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