Nike is promoting the Pro Combat football clothing range with an integrated advertising campaign featuring All-Pros players Adrian Peterson, Brian Urlacher, Justin Tuck and Steven Jackson. The campaign, entitled “Prepare For Combat,” features out-of-home marketing, print, online and broadcast content of some of the game’s top players while highlighting Nike’s innovative padding system called Nike Pro Combat. Nike Pro Combat is a lightweight, breathable padded protective base layer ergonomically designed to provide sport-specific protection to athletes without restricting flexibility. Introduced in competition at the end of the ’08-’09 college football season by a number of teams competing in Bowl games, Nike Pro Combat is currently available at retail.
“Alter Ego”, a television commercial featuring Minnesota Vikings running back Adrian Peterson, was launched during the September 10 opening clash matching the Tennessee Titans against the host Pittsburgh Steelers. The spot features Peterson’s dynamic talents and powerful on-field persona playing in the snow, battling the opposition as well as the elements. It’s not until the end that we see the Nike Pro Combat deflex patter on Peterson’s skin, a symbol of an implied transformational experience for athletes who wear the product.
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Nike has launched print ads featuring Peterson, Urlacher, Tuck, and Jackson, with each athlete wearing the Nike Pro Combat Deflex Short along with the tag line “Victory Won’t Come Find You. You Must Seize It.” Nike is also erecting billboards featuring Peterson, Urlacher and Tuck in Los Angeles, Minneapolis, New York and Chicago.
To coincide with the launch of its “Prepare For Combat” campaign, Nike will also launch COUNTDOWN2COMBAT on www.nikefootball.com. COUNTDOWN2COMBAT is a digital feature that provides high school football players with fresh content daily such as tips and motivational videos, Nike gear spotlights, wake-up calls from Nike football athletes; as well as free music downloads. COUNTDOWN2COMBAT was produced in cooperation with R/GA.
Alter Ego was developed at Wieden + Kennedy, Portland, by creative director Jeff Williams, Alberto Ponte, art director James Moslander, producer Jeff Selis, executive creative director Mark Fitzloff, executive creative director Susan Hoffman, agency executive producer Ben Grylewicz.
Filming was shot by director David Fincher via Anonymous Content with executive producer Jeff Baron, line producer Emma Wilcockson, director of photography Emmanuel Lubezki.
Editor was Angus Wall at Rock Paper Scissors, with post producer Kim Colen and post executive producer Carol Lynn Weaver.
VFX were produced at Hydraulx by a team led by VFX supervisor Ed Chapman.