Driving So Fast communication campaign through sports icons

NIKE, a sport kitting company, has launched a new marketing communication campaign, So Fast. The campaign, which is meant to highlight the cutting edge its footwear has over products from competitors, has however delivered its messages in a unique style using athletes, who have distinguished themselves in their various fields as promoters of the products.

The celebration of legion of athletes who train and compete in Nike footwear, especially those using Nike’s most innovative technology, Zoom has also set the new campaign apart.

No wonder the athletes engaged for the campaign dubbed the Zoom Squad, or Legion of Zoom are presently gearing up for the World Track & Field Championship in China, starting this week, August 21, 2015 precisely.  Nigeria’s very own Blessing Okagbare will be one of many African athletes to compete at the World Championships.  She is without a doubt Africa’s fastest woman athlete having just set a new African record in the 100m sprint a few weeks ago alongside the world’s best including Alysson Felix, Shelly-Anne Fraser-Price, among others.

Also celebrated in the campaign are Mo Farah, Galen Rupp and Allyson Felix, who have more in common than their medals and records as they share supernatural talent, unbelievable speed and an unwavering work ethic, when it comes to lacing up, they reach for Nike Zoom Air, the most responsive version of Nike Air cushioning.

Indeed, Nike is celebrating Blessing through the So Fast campaign. Though Blessing is a global brand icon especially if many of her outstanding performances are put on the spotlight, her employment for the campaign, no doubt, gives it a domestic touch and connect the brand with the growing Africa market where many young people on the continent, see her as a role model.

Built within the campaign are the outstanding features of each of its products. The difference between the greatest runners on the planet and those in their wake is measured in fractions of seconds.

The campaign further tactically played up indirectly a connection of exceptional sporting stars and outstanding sporting kitting company unveiling unique sporting kits. The qualities that resonated with the different adverts on each of the products is that they are sleek, fast and light.

When dreams are realized in milliseconds, Zoom Air, the fastest, most responsive cushioning platform Nike has ever delivered, can change how fast an athlete feels in an instant.

Now in its twentieth year, Nike Zoom Air, one of its latest offerings, continues to provide responsive low-profile cushioning that athletes can feel.

“We’ve worked with some of the world’s fastest athletes to develop Zoom Air footwear to meet the needs of runners, whether they’re in the glare of the global spotlight or everyday runners chasing their personal bests.

“The snappy responsiveness of Zoom Air cushioning comes from tightly-stretched tensile fibers woven inside a pressurized Nike Air unit. When the athlete’s foot touches down, the fibers compress to cushion the impact before quickly snapping back to their original state, generating an explosive, powerful response off the ground. The result is a fast, cushioned ride whether the runner is out for a morning run or a marathon personal best.”

Zoom Air was first introduced in 1995 after more than a decade of research and development. It made its performance debut in three styles: the Nike Air Marauder football cleat launched with both heel and forefoot Zoom Air units and the Air Go LWP basketball shoe debuted with forefoot Zoom Air units. Soon after, Zoom Air was introduced to running in the Air Zoom LWP. Ever since, athletes have trained, competed and won in shoes featuring its responsive cushioning.

Athletes love the fast, snappy, responsive ride and the energy return they get from it. Zoom Air shoes are preferred by many of Nike’s fast, elite runners. Athletes such as Mo Farah, Galen Rupp and Matt Tegenkamp say that when they’re running up to 20 miles a day, they want their shoe to do some more work for them. Zoom Air gives them a real snap-back feeling.

The Nike Air Zoom Elite 8 running shoe is fast and light, featuring minimalistic cushioning designed for the born-for-speed, fast-as-hell elite performer.

The lightest of the Nike Zoom training footwear family, the Air Zoom Elite 8 is a streamlined propulsion device created for athletes who want to stay fast and light on their feet in training or competition.

The Air Zoom Elite 8 running shoe is fast and light, featuring minimalistic cushioning designed for the born-for-speed, fast-as-hell elite performer.

The lightest of the Zoom training footwear family, the Air Zoom Elite 8 is a streamlined propulsion device created for athletes who want to stay fast and light on their feet in training or competition.

The Nike designers considered all angles of the shoe’s speed and comfort in the development of the Air Zoom Elite 8. The Zoom Air in the forefoot offers responsive cushioning at the faster speeds of tempo runs, when runners are more likely to strike with the forefoot.