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Take Flight by Kith x Nike | Marketing

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The game hasn’t changed. The way it’s played has. Hall of Famer Scottie Pippen explores the evolution of basketball and his role in its development, beginning in the mid-1990’s and ending with a gli

Source: Take Flight by Kith x Nike

Kith may have found another niche as it delivers one of the best marketing videos created for Nike. The video features several shoes from Scottie Pippen’s Nike Basketball line, but doesn’t focus on one thing necessarily. The spot is about storytelling and establishing Pippens importance in both fashion and sports. The video also connects the past and the present (an ongoing theme in marketing). Scottie Pippen is often overlooked in footwear, but this year saw a resurgence of the More Uptempo and in many instances the More sold better than Jordans. At least in retail there were instances where the More Uptempo garnered better resale numbers than almost every Jordan Brand release.

This video was shot by Matte Films. The company is deeply entrenched in the fashion world and has created a number of beautifully crafted campaigns for other brands. The commercial features Scottie Pippen and Scottie Pippen Jr. with Ronnie Fieg at the helm.