The Hives rock for the remixed Nike Shox

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Just over 100 days after Nike's running shoe business made its way to Crispin Porter + Bogusky from its hallowed partnership with Wieden + Kennedy, Portland the first work is emerging.

The spot, for retailer Finish Line, opens with a concert starring besuited Swedish rockers The Hives. 10 seconds in, a woman clad in white walks out onto the stage. When she opens her mouth, there's no mistaking her—she's the voice of the Nike Plus system. She announces the completed workout time, then the spot cuts to a salesperson at Finish Line introducing the system to a mimbo who's got his iPod turned up too loud, who says "How does it know that?" Cut to the shoe shot, this time the Nike Shox Remix.

A Crispin spokesperson says the spot is just a one-off, and not in the tone of a larger campaign—the main thrust of the work is yet to appear. The expansion of the Shox line, though, comes after Nike has been faulted by many for limiting the style of shoes with which the Plus device is officially compatible. While runners still bought the device in droves, the lack of choice in the style of shoe led many to simply attach the transmitter to their current shoe and stick with their favorite brand.

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