AdDude's Insights

In looking around the world, the one thing that remains true in almost all advertising is the idea of enforcing a USP, or Unique Selling Point. This one attribute is the thing that sets you apart from the competition. It doesn’t even have to be tangible, but can be based on a psychographic appeal of the product like lifestyle. Nike in Japan was given an interesting take on their USP for their Abuku shoe. Abuku means bubble in Japanese, and that’s the word behind this video coming from W+K Tokyo Lab, in which they emphasize the air (main quality of the product). They decided to create an aquarium inside the shoe… I’m still wondering if that’s cool or weird, probably both, but that’s an original approach for sure.

NIKE78 – W+K Tokyo LAB | ‘ABUKU -泡-’ from NIKE78 on Vimeo.

No Comments | In: Uncategorized | tags: Abuku, Advertainment, Advertising, Aquarium, Fish, Footwear, Japan, Nike, Shoes, Viral. | #

Now it’s time to get funky! Here is an example of an athletic/  fashion brand making its product an integrated part of pop culture and advancing the fashion shoe category to a whole other lofty realm (as they always do). This is the new Japanese campaign for Nike’s Free Run+ shoes. This is a smart and stunning collaboration with DJ Daito Manabe and co., and sees the crew pumping out the ‘chunes’ in the oddest of ways. Using specially outfitted runners equipped with the newest flex sensors (the new sensors change resistance when bent), the pair achieve awesome effects controls. Also, notice the usage of only Apple products. This may be a link to the Nike+ – the Apple and Nike technology marriage made in heaven. Check this out, and try not to be impressed!

No Comments | In: Uncategorized | tags: Innovation, Japan, Music, Nike, Technology. | #