United States Of America : Nike Ads Focusing on Performance Apparel

Nike new global advertising campaign focuses in on men''s and women''s performance apparel including the new Pro Vent Compression, Nike Sphere with its climate control system, and Dri FIT moisture wicking apparel.

The merchandise will be available at a number of retailers this fall, including Niketown, Nordstrom, Galyan''s, Gart Sports, and Finish Line. The campaign also includes Dri-FIT Seamless one-piece construction for women. The ''Shadow'' advertising campaign consists of print, retail and outdoor in the U.S., Canada and Asia, with a European launch in November.

The creative concept is based around a shadow to communicate to athletes the concept of shadow and movement through the use of Nike athletes, according to spokesperson Kelly Leonard. The "tease" phase, or shadows of athletes, launched Tuesday and run through Aug. 14, and the "reveal" phase launches Aug. 15 and runs through Sept. 30. The "reveal" campaign shows soccer, baseball, basketball and running athletes, including Michael Vick of the Atlanta Falcons, wearing the new Pro Compression line. The print campaign will appear in the September issues ofDetails, GQ, Interview, ESPN, Vibe, Flaunt and other consumer magazines, and the outdoor campaign will include 13 billboards in New York City and eight in Los Angeles, 100 buses in Los Angeles, 60 urban panels in New York City, and projections of shadows on buildings in several areas of New York City, including the Village, SoHo, the Meatpacking District and Union Square, and in Los Angeles in the 3rd Street Promenade and West Hollywood (at Sunset and Santa Monica).

The campaign will also utilize shadow projections in street theater events in Los Angeles, and in Los Angeles gyms with "Shadow workouts." The global advertising campaign was shot by Solve Sundsbo.