Two brands collaborate to celebrate the global sport of soccer/football in time for this year’s World Cup in South Africa – and to honor the country’s history and the challenges it faces.
On the heels of last week’s Nike “Write the Future” video – and with now just 10 days remaining before the Word Cup – Nike Sportswear and The Fader have collaborated to launch Pitch Perfect, a campaign that expresses what football/soccer represents through music, art and culture – and aims to “view the game through the creative endeavors inspired by it.”
Beginning on Tuesday, June 1st, the collaboration will release new international music via mixtapes made by top selectors, limited edition screen-printed posters inspired by football’s global reach, and a documentary series filmed in South Africa. The campaign will also be capped off by a live music event on June 16th at Nike’s new Football Training Center in Soweto, South Africa – featuring African artists and a live stream on nikesportswear.com and thefader.com/pitchperfect.
June 16th was symbolically selected by Nike and The Fader because it marks the 34th anniversary of the Soweto uprising, when South African youth marched against the government’s attempts to divide the country’s population based on race. The day is now a national holiday recognizing the country’s greatest challenges. In 2010, Youth Day will honor the national and global challenge that is HIV, via creative workshops, educational speakers and HIV testing at a RED-sponsored clinic. The concert will represent the brands’ attempt to raise funding and awareness.
According to The FADER,
Pitch Perfect is Nike Sportswear and The FADER’s celebration of South Africa, Africa as a whole, and football in general. To billions around the world, football is much more than a game played on a pitch—it’s life. It inspires in people a desire to achieve and to represent where they are from to the best of their abilities. It’s a part of everything they do and make, and this is every South African’s chance to show us what they got.
While it may not be Nike’s primary objective for this well-intentioned, socially-beneficial campaign, it doesn’t hurt that it’s during the global celebration of soccer/football that is the World Cup. This is a global, continually growing sport that Nike has challenged itself with increasing its footprint within – particularly vs. its European rivals.
[via The FADER]