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

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.

We’ve noticed a number of apparel and footwear brands celebrating unconventional thought (and behavior), independence and irreverence – from Diesel’s ‘Be Stupid’, to New Era’s ‘Fly Your Own Flag’ campaign, and now to Nike’s ‘I Am the Rules’. While each execution is different in its tone and approach, the message is essentially a similar one of a celebration of being bold and daring. This may also simply be true of a category that depends on being viewed and used as a form of self-expression in order to survive.

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