into the Niketown there. It resembled more of a dance club, complete with a DJ, lights and attractive employees, than a sports store. But of course, Nike is much more than a sports apparel manufacturer, right? One thing I found in the soccer section, which was about four times as big as the section here in Seattle's Niketown, were small boxes of red laces, which supported AIDS relief in Africa. Then I picked my head up, and sure enough, Didier Drogba was staring at me from the wall with a pair in his hand, twisted around like a cat's cradle (I think that's the game that kids played back in elementary school, right?). So I ended up buying a pair.
Later, I notice a few players wearing them while I was watching a few English Premier League matches on TV. Then I saw a great YouTube video promoting Nike's push for the "Lace Up To Fight AIDS" campaign. I wonder if it aired in Europe, since I certainly haven't seen it on any of the U.S. networks. It of course features Nikes most renowned sponsored athletes- even Kobe Bryant.
I have to give Nike credit on this great community outreach program. They sure have came a long way since before the WTO conference here in Seattle when every one was up in arms about their sweatshops in third world countries. Granted they're no where near perfect when it comes to this, but I applaud their effort to gain more brand loyalty through a this "lace up" campaign. Apple does the same with their (Red) iPods, but making something so inexpensive that most can afford benefit a global problem, and show personal support for it through a concept as simple as a set of branded shoe strings is brilliant.
No comments:
Post a Comment