New Nike bonanza! A campaign that makes you want to live sports. And it’s exciting.

BOOM it says, and yes we like it! Oh I hear them say: where are the sports values, the team spirit, the go further. All replaced by pure entertainment. But that’s exectly why I like it: we’re in here us punters, its about how we feel watching, or even living sports. And its all the digital world has entieced us to live: totally emotionnaly. So I’m pressing the like button. BOOM!
And what have these rap players with their gold chains got to do with sports you might say? And who are you to judge street culture it might reply. BOOM!
Seems to me this is reconciliating a brand that’s managed to stretch itself well beyond its core, which is quite an achievement.

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