Nike’s ‘I Am the Rules’

Nike’s ‘I Am the Rules’

The new campaign is the latest to celebrate non-comformity and self-expression.

Paloma M. Vazquez
  • 20 august 2010

A new spot by Wieden + Kennedy London for the Nike Air Max 90 (style for Foot Locker) challenges you to not just rewrite the rules, but to be the rules. Sprinkled with appearances from Arsenal football players and other world-famous athletes, the :60 spot celebrates defiance of tradition, expectations, stereotypes and prejudice – and does so via a very colorful, beat-driven execution. The website for the performance shoe capitalizes on star power to feature content utilizing the athletes.

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