Nike Uses Cinematic Narrative to Launch M6

In an excellent example of brand narrative, the release of the M6 line from Nike/Jordan is accompanied by the launch of an interactive site full of behind-the-scenes storytelling content as told by the shoe’s designers.

Abandoning tiresome lists of product specs, the site provides visitors with an easily navigated series of short cinematic clips that speak to the shoe’s features and the inspiration behind every detail. Those looking for core information can interact with more familiar interfaces that describe the shoes’ specifications, or can click through to Nike.com and other retailers.

[via Adverblog]