Bandana Fever

Last night, Jordan Brand, a division of NIKE, Inc., unveiled its latest chapter of the “Become Legendary” national brand campaign, entitled “Nightmares Never Sleep” starring Team Jordan and All-Star athlete Dwyane Wade.

“Nightmares Never Sleep” headlines an integrated marketing campaign debuting the AIR JORDAN 2010 worn by Dwyane Wade in the ad. The television spot takes viewers to another world view of a basketball player’s “nightmares” when dealing with the unstoppable, All-Star Dwyane Wade on-court during an intense basketball game. Wade will be the first Team Jordan athlete to debut the AIR JORDAN 2010 on-court during this year’s All-Star weekend.

“We chose the ‘Nightmares Never Sleep’ spot to debut the AIR JORDAN 2010 and to show how unstoppable Dwyane Wade is as a basketball player,” said Sean Tresvant, Marketing Director for Jordan Brand. “The ad also continues the Brand’s celebration of the 25th anniversary of the AIR JORDAN basketball shoe.”

Created by W&K New York, “Nightmares Never Sleep” will air today on major networks including ESPN, TNT, ABC, and in cinemas nationwide.  Print ads will also be featured in Antenna, RISE, Slam, XXL, Dime, Bounce and Sole Collector in upcoming January-March issues.

The integrated ad campaign will also be fully complemented with a digital presence, created by Blast Radius, for www.Jumpman23.com, as well as in-store retail marketing and consumer events throughout 2010.

Last night, Jordan Brand, a division of NIKE, Inc., unveiled its latest chapter of the “Become Legendary” national brand campaign, entitled “Nightmares Never Sleep” starring Team Jordan and All-Star athlete Dwyane Wade.

“Nightmares Never Sleep” headlines an integrated marketing campaign debuting the AIR JORDAN 2010 worn by Dwyane Wade in the ad. The television spot takes viewers to another world view of a basketball player’s “nightmares” when dealing with the unstoppable, All-Star Dwyane Wade on-court during an intense basketball game. Wade will be the first Team Jordan athlete to debut the AIR JORDAN 2010 on-court during this year’s All-Star weekend.

“We chose the ‘Nightmares Never Sleep’ spot to debut the AIR JORDAN 2010 and to show how unstoppable Dwyane Wade is as a basketball player,” said Sean Tresvant, Marketing Director for Jordan Brand. “The ad also continues the Brand’s celebration of the 25th anniversary of the AIR JORDAN basketball shoe.”

Created by W&K New York, “Nightmares Never Sleep” will air today on major networks including ESPN, TNT, ABC, and in cinemas nationwide.  Print ads will also be featured in Antenna, RISE, Slam, XXL, Dime, Bounce and Sole Collector in upcoming January-March issues.

The integrated ad campaign will also be fully complemented with a digital presence, created by Blast Radius, for www.Jumpman23.com, as well as in-store retail marketing and consumer events throughout 2010.

The Kobe 5 features a 10 mm forefoot profile and weighs 10.6 ounces – one ounce lighter than the Nike Zoom Kobe IV.

Draws Inspiration from an Unexpected Place, the Soccer Field

NIKE, Inc. (NYSE: NKE) and Kobe Bryant today announced the debut of the Nike Zoom Kobe V, the brand’s lowest-profile and lightest basketball shoe to date. Bryant challenged Nike to make his signature shoe even lighter and lower than the Nike Zoom Kobe IV he debuted during his 2008-2009 championship season. Nike responded with the Nike Zoom Kobe V, which features a 10 mm forefoot profile and weighs 10.6 ounces – one ounce lighter than the Nike Zoom Kobe IV.

“I wanted to push the envelope with a shoe that meets the demands of my style of play,” Bryant said. “The Kobe V is lighter, lower and more stable. Nike has done it again.”

Different sports, similar demands
The initial inspiration for Kobe’s low-profile shoe came from an unexpected place: the soccer field. “I watch a lot of soccer and have seen how the best footballers in the world make sharp cuts at top speed in lightweight, low-cut footwear,” Bryant said. “The demands they make on their feet and ankles aren’t that different from what I’m doing on the court, yet nobody assumes they should play in high tops.”

With Bryant’s observation as inspiration, the Nike Sports Research Lab conducted hundreds of hours of testing to create a low-profile shoe that did not compromise stability or lockdown. By modifying the medial arch and sculpting the external heel counter, Nike researchers created a shoe with exceptional performance that moves with the foot and allows for multi-directional cutting. An enhanced outrigger provides lateral stability, while the de-coupled heel maximizes contact surface. The shoe also features a glass/carbon fiber weave shank plate for mid-foot control and rigidity.

“The journey from a high-top to a low-top basketball shoe is far more complex than simply cutting off the ankle collar, as we demonstrated with the Nike Zoom Kobe IV,” said Matt Nurse, Senior Researcher with the Nike Sports Research Lab. “With the Kobe V we constructed an even lighter-weight support system that provides superior, one-to-one lockdown while moving with the foot, not against it.”

Lightweight performance technologies evolved
Building off the success of the Nike Zoom Kobe IV, Nike Performance Footwear Creative Director Eric Avar wanted to further reduce the weight of the shoe while still enhancing support and stability.

“For the Kobe V, we started with the science and performance elements and built from there,” Avar said. “We wanted this shoe to be a true reflection of his game and persona. As Kobe continues to evolve as an athlete, so will the footwear we create for him.”

The Nike Zoom Kobe V also features a lighter, stronger version of Nike’s innovative Flywire technology, that’s strategically placed to perform like synthetic tendons while cradling the foot like a second skin. The shoe’s overlays were bonded with heat welding, which is lighter, more consistent, and less abrasive than traditional stitching. Nike Zoom units in the heel and forefoot, as well as lightweight Phylon-injected midsole, provide a cushioning system that reduces pounding without adding bulk or weight.

Bryant’s input and inspiration was also instrumental in shaping the aesthetics of the Nike Zoom Kobe V. Avar and the design team in Nike’s Innovation Kitchen incorporated aspects of Bryant’s game and personality into every detail in the shoe. The heartbeat traction pattern on the outsole is inspired by the heart, passion and self-described “maniacal will” Bryant brings to the court. The dot-matrix symbol on the front edge of the outsole – found throughout Bryant’s footwear and apparel product this season — represents a codified language sequence. Nike will offer clues to deciphering its meaning throughout the season.

The Nike Zoom Kobe V will be available first online with a unique Nike iD retail campaign launching December 26, 2009. A broader global brick and mortar retail launch will occur January 1, 2010 in China and January 16, 2010 throughout the U.S., Canada and Europe.

The Kobe 5 features a 10 mm forefoot profile and weighs 10.6 ounces – one ounce lighter than the Nike Zoom Kobe IV.

NIKE, Inc. (NYSE: NKE) and Kobe Bryant today announced the debut of the Nike Zoom Kobe V, the brand’s lowest-profile and lightest basketball shoe to date. Bryant challenged Nike to make his signature shoe even lighter and lower than the Nike Zoom Kobe IV he debuted during his 2008-2009 championship season. Nike responded with the Nike Zoom Kobe V, which features a 10 mm forefoot profile and weighs 10.6 ounces – one ounce lighter than the Nike Zoom Kobe IV.

“I wanted to push the envelope with a shoe that meets the demands of my style of play,” Bryant said. “The Kobe V is lighter, lower and more stable. Nike has done it again.”

Different sports, similar demands
The initial inspiration for Kobe’s low-profile shoe came from an unexpected place: the soccer field. “I watch a lot of soccer and have seen how the best footballers in the world make sharp cuts at top speed in lightweight, low-cut footwear,” Bryant said. “The demands they make on their feet and ankles aren’t that different from what I’m doing on the court, yet nobody assumes they should play in high tops.”

With Bryant’s observation as inspiration, the Nike Sports Research Lab conducted hundreds of hours of testing to create a low-profile shoe that did not compromise stability or lockdown. By modifying the medial arch and sculpting the external heel counter, Nike researchers created a shoe with exceptional performance that moves with the foot and allows for multi-directional cutting. An enhanced outrigger provides lateral stability, while the de-coupled heel maximizes contact surface. The shoe also features a glass/carbon fiber weave shank plate for mid-foot control and rigidity.

“The journey from a high-top to a low-top basketball shoe is far more complex than simply cutting off the ankle collar, as we demonstrated with the Nike Zoom Kobe IV,” said Matt Nurse, Senior Researcher with the Nike Sports Research Lab. “With the Kobe V we constructed an even lighter-weight support system that provides superior, one-to-one lockdown while moving with the foot, not against it.”

Lightweight performance technologies evolved
Building off the success of the Nike Zoom Kobe IV, Nike Performance Footwear Creative Director Eric Avar wanted to further reduce the weight of the shoe while still enhancing support and stability.

“For the Kobe V, we started with the science and performance elements and built from there,” Avar said. “We wanted this shoe to be a true reflection of his game and persona. As Kobe continues to evolve as an athlete, so will the footwear we create for him.”

The Nike Zoom Kobe V also features a lighter, stronger version of Nike’s innovative Flywire technology, that’s strategically placed to perform like synthetic tendons while cradling the foot like a second skin. The shoe’s overlays were bonded with heat welding, which is lighter, more consistent, and less abrasive than traditional stitching. Nike Zoom units in the heel and forefoot, as well as lightweight Phylon-injected midsole, provide a cushioning system that reduces pounding without adding bulk or weight.

Bryant’s input and inspiration was also instrumental in shaping the aesthetics of the Nike Zoom Kobe V. Avar and the design team in Nike’s Innovation Kitchen incorporated aspects of Bryant’s game and personality into every detail in the shoe. The heartbeat traction pattern on the outsole is inspired by the heart, passion and self-described “maniacal will” Bryant brings to the court. The dot-matrix symbol on the front edge of the outsole – found throughout Bryant’s footwear and apparel product this season — represents a codified language sequence. Nike will offer clues to deciphering its meaning throughout the season.

The Nike Zoom Kobe V will be available first online with a unique Nike iD retail campaign launching December 26, 2009. A broader global brick and mortar retail launch will occur January 1, 2010 in China and January 16, 2010 throughout the U.S., Canada and Europe.

Today, Jordan Brand, a division of NIKE, Inc., announced the upcoming launch of its 25th anniversary AIR JORDAN 2010 shoe. Celebrating a quarter-century of innovative design and genre-inspiring style, Jordan Brand created the AIR JORDAN 2010 to pay respect to the legacy of Michael Jordan in basketball while passing on the heritage of the sport to the talented Team Jordan athletes, such as Dwyane Wade, who will be the first to debut the AIR JORDAN 2010.

“The celebration of the AIR JORDAN 2010 and our 25th anniversary are the pinnacle of a year full of milestones for me,” said Michael Jordan.  “With each shoe, consumers have pushed me to take the next AIR JORDAN beyond their wildest imagination. The AIR JORDAN 2010 marks the future of Jordan Brand and proves there are no limits to what this Brand is capable of creating.”

Acclaimed shoe designers Tinker Hatfield, Vice President of Special Projects/Design for NIKE and Mark Smith, Creative Director for Jordan Brand, collaborated with Michael Jordan on the AIR JORDAN 2010, taking the literal interpretation of Jordan’s ability to see through his opponents by creating the Brand’s first see-through performance basketball shoe featuring a unique transparent thermoplastic urethane (TPU) window.

“The AIR JORDAN 2010 pays homage to Jordan’s ability to know his opponents next move while only giving hints of his ability and allowing the players to only see what he wanted them to see on the court,” said Tinker Hatfield. “His keen instinct for anticipating his challengers’ next move and disguising his own techniques are just a few of the attributes that led to him being named the greatest basketball player ever to play the game.”

To assist all basketball players’ game while wearing the shoe, Hatfield and Smith also designed the AIR JORDAN 2010 with a revolutionary new concept to performance basketball footwear – a layered toe construction that has an independent forefoot support cover. This innovative design technique allows the AIR JORDAN 2010 to mimic an actual foot’s flexibility and movement without being restricted by the shoe’s structures, assisting in a player’s ability to be more agile in the game.

Since 1984 when Jordan wore the first AIR JORDAN sneaker, AIR JORDAN has become one of the world’s most recognizable franchises known for its signature Jumpman logo, innovative performance technology and fashion-forward style memorializing the sneakers into popular culture history. Jordan Brand has adapted the AIR JORDAN to the changing fashion landscape in its 25 years, utilizing the importance of green technology by making the AIR JORDAN XX3, AIR JORDAN 2009 and now the AIR JORDAN 2010 under Nike’s Considered Design ethos of combining sustainability with performance and innovation. 

Jordan Brand launches the AIR JORDAN 2010 nationwide on Saturday, February 13, 2010 for a suggested retail price of $170. Retailer information can be found at www.Jumpman23.com.

Elton Brand’s second signature basketball shoe known to be the Converse EB2, a successor to EB1 is now available in White/Black/Red colorway. The sneakers’ main features include the Black Velcro strap across the midfoot with Red stitching with two-strap design across the same area, Converse logo on the side panel, and Elton Brand logo on the collar area. The White base also acquired a White midsole with Black forefoot and Red heel outsole.

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