The first drop from this highly anticipated collaboration hits stores December 14.
Source: Opposites Attract in Converse and JW Anderson’s Collaborative GLITTER_GUTTER Collection
As much as I admire Nike’s adherence to its imagery and principles, the brand misses more than hits lately in marketing. The company that used to get it right on almost every campaign appears to be moving without an ear to the ground. It’s the exact opposite of what’s happening at adidas. In this article yesterday I explained why adidas continues to win the hearts of the aware consumer:
adidas Originals Nails it When Art is at the Forefront | Daniel Arsham ‘New York Present’
If you take a moment to click through and look at the visual presentation of the campaign adidas has backed for the release of the New York Present, it’s less about the shoe and more about the art that inspired the footwear. As a matter of fact the shoe feels secondary. It’s a point that I also analyzed in an ASICS post:
ASICS Understands That Controlling Your Narrative Is Vital | Marketing
Nike on the other hand delivers completely staged moments of inauthentic imagery with people who appear to be faux copies of genuine moments. I mean who in the hell sits with their legs crossed in this awkward ass pose above?
Another small issue that should have arisen in the Nike meeting before this went to press and became highlighted in video (a video which is in stark contrast to how the adidas backed Arsham campaign looks); Glitter is now being targeted as a hazardous material. The microplastic never degrades and is an environmental issue. https://www.mnn.com/health/healthy-spaces/blogs/ban-glitter-plastic-pollution-like-microbeads At a time when the next generation looks to the companies they support for how they care for the environment adidas introduces Parley x adidas collabs repurposing plastics and Nike touts a campaign that just looks generic and “not” green. Greenlighting this wasn’t the best move and honestly it just fails in comparison to a video campaign by their competitor launched in the same time frame. Here is the video:
I mean let’s be honest. Nike doesn’t have to do anything except license real images of people wearing Converse for it to sell. Converse is classic and timeless and delivering photoshoots that look and feel forced is a Nike thing and Converse shouldn’t ever be treated that way. I know that Anderson is a high fashion success and that the styling here is perfect for Vogue, but come on man… the Brits and Converse screams street and counter society not colorful Benetton models. Which sucks because I actually like the colors on the Thunderbolt.