Nike Air shoes are promoted in ‘Defy Gravity’, a 60 second TV ad with the tagline, “A little less gravity”. Athletes leap through the air, apparently defying the impact of gravity. Athletes appearing in the Nike Defy advertisement are Spanish pole vaulter Javier Gazol, French traceur Daniel Girondeaud, Teles Renato de Cassia, Brazilian dancer Maxkristel Silva Feliciano, Spanish gymnast Thais Soha-Escolar, Paul Atsu Kumotu, Spanish basketballer Aleix Prat Montfort, American basketballer Michael Lonergan, Jaime Battle, Spanish basketballer Pau Gasol, Italian volleyballer Maurizia Cacciatori, Swedish high jumper Christian Olsson, Spanish skateboarder Jose Roura, dancer Soria Rem, Russian high jumper Yelena Slesarenko, and Spanish gymnast Almudena Cid Tostado.
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The Defy spot was created at Wieden+Kennedy Amsterdam, by creative directors Mark Hunter and Alvaro Sotomayor, art director Paulo Martins, copywriter Oliver Frank, agency producers Elissa Singstock and Veronika Kaufmann, assistant producer Orlando Wood and account executive Patricia Cerda.
Martins and Frank describe this ad as a silent anthem to the ultimate in athletic performance, the moment of being airborne. “It is all about getting your feet up in the air, laughing Newton in the face, while turning his world upside down, making the sky your ground.”