I think my earliest interest in advertising came through Nike‘s advertising, especially the football adverts. They ALWAYS go all out and this time is no exception; utilising YouTube’s clickable functionality to tell a story through ‘hidden tunnels‘ in the interactive video. The three-minute film highlights the next crop of star players coming through, like M’Vila, Gotze, Neymar as well as incorporating the young players from Nike’s scouting campaign ‘The Chance‘. Incredible – the kids must have been in dream land whilst filming this advert with footballers who have made it. Think my favourite part has to be the cameo from LeBron James who catches the ball in an Avengers Hulk-esque manner. FuelBand alert, more on the reverse.

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Nike Football – Facebook | Twitter | Youtube | Website

Here’s the normal version of the advert below, click here for the interactive advert.

As much as I despise Piquet for his Arsenal-Fabregas gate nonsense, the suited Barca lot top of this already exceptional advert. Pep Guardiola is a G.

It’s been a while since my last one eh? The quote is from the book I’m currently reading on how quick the marketing/advertising landscape changes due to the digital age. No one cares for who you are or how good you are, if you have an idea/vision, just go do da ting; build a team and make it happen. Playing sitting duck as if you’re entitled the end result isn’t going to get you anywhere. That’s what I’m trying to do right now, letting my imagination and curiosity fuel the next few months. No point looking back and seeing who’s gaining on you, just focus on your purpose and how you’re going to get there. More on the reverse.

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‘It is not the strongest of the species that survives, nor the most intelligent but rather the one most responsive to change.’

That’s why the quote above that I’ve nabbed from my work’s website is so relevant. It’s about not settling, especially when you’re on top of your game (I’m no where near the top, just saying!). Innovate, keep learning, following emerging pattern and disrupt the flow. Going to leave y’all with another quote from the book I’m reading:

‘The idea of training like you’re number two to remain number one’

Have a great 4-day week!

Download high resolution version here.

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Do I run consistently? Nope. Why? I don’t know, not going to use the ‘I’m always busy’ excuse. If I really wanted to run, I’d wake up at 6 every day to do so, that’s when I normally run. So the British 10k takes place in July and I’ve um only just gone and signed up for it. He who has never done any consistent exercise/sport since leaving school, even then I’d find a excuse to skip P.E. I was that kid who chose to be in the library instead of on the track/field. Not for me, I am Indian after all. We’re not the most ‘sporty’ people in the world, continues on the reverse.

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British 10k – Website | Facebook | Twitter | ENTER NOW

When was the last time you watched an Indian team take part in anything other than cricket? Yes, that’s right. Heck, I’m the brown dude that doesn’t even like that sport.I’ve always wanted to be ‘fit’ but could never conjure up the passion and drive I have for other areas of my life when it comes to looking after my body. Always just dreamt of waking up with a Marvel superhero physique but that never happened :(

Running? Why now? All I need is pair of decent lightweight/running sneakers and the courage to leave the house. I think that’s the hard part, actually getting up and out of your home. I always fail there *10 more minutes of sleep*….which ends up being a hour and boom, it’s time for work. This year is all about discipline for me and that doesn’t just revolve around my work. All aspects of my life. Obedience and discipline people.

Of course my running inspiration comes from those around me who are doing da ting – Candice, Sami, Nathaniel and Tahirah to name a few. Follow them on Twitter and you’ll be running a week or so. Trust.

I haven’t actually talked much about the marathon, feel free to click the links above for more information. I’ve blabbered on too much. Time to go do this 5k run around East Ham. Pray for me.

UPDATE: I wrote the post on the train around 2pm. I managed to do the 5k slowly but surely! Baby steps yo.

Who wants to join me?

AH this is my DREAM holiday/job right here. Getting a big ass cheque from a MNC to travel the world and create footage. Film maker Max Joseph was commissioned by the Swoosh folks to create a commercial and do just that for the Nike FuelBand launch featuring their new campaign slogan ‘Make It Count‘. This was the film maker’s third commission from the brand so he thought to himself, if he could do anything in the world to make it count – what would it be? Him and Neistat chose to use Nike’s cash to travel 34,000 miles, visiting 16 cities in 13 countries across 3 continents in the space of 10 DAYS. The result is the film after the cut, pretty damn inspiring if I say so. I know being a skeptic, I can’t help but think this was the original advert plan but hey, who cares? I don’t care where the inspiration comes from, the end result is dope and that is all.

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Neistat says they shot enough footage for 10 feature films. He also uploaded an album of still shots to Facebook.

An interesting comment from YouTube:

How come so many people don’t realize that this video/trip is amount seizing an opportunity and taking chances. It is not about efficiently saving money while traveling or helping to save the world. If you had the chance to do a rushed 10 day trip around the world for FREE, or not do it at all, you would choose to do nothing?? Of course you could do it cheaper, of course you could spend more time in each place, but it was a risk, and spontaneous and that is what “Make it Count” means. Carpe Diem

Nike Nike Nike Nike. You’re probably thinking why I’m posting this soon after Candice’s post on her iD appointment here – well I wanted to check it out with my own eyes and it was a very special launch of Nike’s new space and the 40th anniversary of the Cortez sneaker. If I’m completely honest, I’m not actually that fond of the Cortez. Just not big on the ‘sporty’ looking sneakers unless I wear them for their functional use. This was also the launch of Nike’s second space in Shoreditch’s new shopping complex, Boxpark. The new NIKEiD Studio on the first floor of the site is where fans can design and personalise their own performance and lifestyle footwear. It’s definitely my favourite Nike spot in the city – luxurious, the wood makes it feel like an actual tailor’s workshop and draws filled with inspiration in the form of design books. More on the reverse.

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To celebrate the Cortez’s 40th – Nike teamed up with Intercity to commission four graphic designers (Jrio Bevis, Shantell Martin, Matthew Nicholson and Rose Stallard) to create a limited edition a cover for the new Art & Sole book, inspired by the Nike Cortez and the history of running. The covers are creative – using a mixture of media including print, moving image, sculpture and sneaker-art.

All proceedings made from the auction of these limited editions kicks will go on to support local charity – Art Against Knives. If you don’t know who they are then click here and educate yourself. Their movement is something y’all need to support.

AAK was born from the tragic and unprovoked stabbing of Oliver Hemsley, a 21-year-old student from Central Saint Martin’s College of Art & Design. The vicious attack, which has left Oliver in a wheelchair, took place in Shoreditch, East London, in August 2008. It is the impact of this that drives Art Against Knives to create something positive from such a life-changing experience.

The Art & Sole Cortez iD Project packs – £125

Shantell Martin 11am Saturday 17th March
Jiro Bevis 11am Sunday 18th March
Matthew Nicholson 11am Monday 19th March
Rose Stallard 11am Tuesday 20th March

Right one is off to bed now – I’ve got to get up early and go for a run with a friend. First time! #makeitcount. Have a gander at the imagery and check out the store when you pass through the area.

Oh it’s Miss Tosin from Pinboard again!

Chantelle. Click here if you want to know who she is.

Look who it is… Synamatix from TheDailyStreet

Milkil Pane. His DJ set was dope – straight Hip-Hop.

What do you do when Nike invite you to iD your own pair of Free run 3.0 for your Birthday?  You run as fast as your Lunarswifts will carry you! I had heard a lot about the Nike Boxpark space in Shoreditch but had yet to experience it for myself. Being allowed in the iD department before it was open to the public allowed me to really soak up just how innovative the space was. The Boxpark concept is special as the stores are housed in actual shipping containers!

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With the first in-store interactive screen in Europe, and stylish books by designers and graffiti artists, Nike continue to offer you an entire experience. The white and orange interior was the perfect backdrop to the matching iD iMacs.

I was introduced to iD specialist Matt who talked me through the Free run 3.0 trainers. He first asked me to try one on, as the Free fit is far snugger than any other trainer I’ve ever encountered being that it is an introduction into barefoot running. Therefore it is advised that when you begin, you should use them for very short runs, so your foot muscles can be strengthened.

Once we got the fitting out of the way, we were able to move onto the fun part; the designing. The iD allows you to totally control the visuals of your chosen trainer. I was able to accent the midsole so that it complimented my two pairs of laces. I was also given swatches, so I could see what the color would look like in person. Anyone who has dabbled with online shopping has come across that item which looks nothing like what was advertised, so that was a nice touch.

To finish off, I was able to put words (with up to six characters) on the tongues of my kicks, just to remind people, who I be! I decided to go with my Dad’s name, as it’s the memory of him, which has kept me running so long. Once all was wrapped up, I was given a very boujis looking sleeve containing a credit card size print out of my creation, which I called Watermelon, given the pink and green color way.

I was told that my iD’s would take 4-6 weeks to arrive and after that I would be the only person in the world to own them! I commend Nike for providing such a premium service. Very few people know that for £30 extra, you can create your own personal version of dopeness. Needless to say with such highlight on being ‘original’ within LDN, I’ll say that it would be money very well spent.

Afternoon. Hope you’re all well and dandy? *don’t ask why I intro’d the post like that*. I managed to get my hands on 1948‘s upcoming issue of their magazine on the iPad. For those that don’t know about the magazine, it focuses on celebrating the future of sport; an expression of the bold experimentalism of the next generation. Pretty much like Y&Y but sports orientated. You already know the visuals are going to be beautiful, it’s Nike – they don’t do half-arsed attempts when it comes to branding. More on the reverse.

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Download Nike 1948 iPad Magazine | Website | Twitter

It’s very clean, crisp and filled with great photographs and interviews. The cover with Luol Deng takes inspiration from the #MakeItCount campaign by W+K. My favourite feature has to be the photography series by Londoner and basketball fan, Jake Green. ‘Free Throws‘ is an exploration of London’s most unexpected and unusual basketball courts from the gardens of Argyle Square to the rooftop courts at St. Patrick’s College. I’m actually quite surprised to see the diversity of London’s courts – didn’t think the sport was THAT big over here. I’ve been getting back into NBA through Linsanity and sleep deprivation, my body clock is aligned with New York!

Shot the photographs at my work place during lunch – don’t you just love the wooden floor? Have a gander.

Photographs: YIN

A day that comes around once every four years? You best believe Nike were gonna shut LDN town down & #MakeItCount. The scene was set, as the sun followed suit, Southbank became the working athletes home. Basketball courts for the dunkers, a sweet 5k for all the run clubs & for me, a spot in the media pod of the London Eye.

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Yep, Nike took over the entire eye with their training clubs. 8 women to a pod with an assigned personal trainer making it sweat as the eye coasted us over the London lights.

Wearing my coveted leap year Nike t-shirt, I was excited. Making my way onto the pod with the other ladies, we all joked that if we died, we sure were doing it in style.

I’ve held a 30 second plank before. But doing so while suspended over my city, made the pain less intrusive. The lights on the eye,  went from red, to amber & finally rested on green.

‘Go!’ shouted our nimble trainer.

Within 5 minutes, I was sure our pod had descended into the Thames, no wait…that was me sweating.

Many circuits later, I was bounding out of the pod feeling like I deserved the complimentary burgers & beer. Although there was a chill in the air the sounds of Gil Scott Heron reminded everyone that once again, Nike had set the bar.

Bringing London together, to sweat it out, while being able to take in some killer views? HASHTAG WINNING.

Interested in joining the Nike Training Club? Check out their Facebook page -> http://www.facebook.com/NikeTrainingClubUK

Just before I met up with the family on Saturday, I headed down to Nike‘s 1948 space to check out the launch of the revolutionary FlyKnit trainer collection. The space itself was dope, it’s Nike! come on now – visually always on point. I’m not one for trainers, especially the technical kind so I didn’t really know why these were so special until I picked them up; unbelievably light – probably as light as your iPhone. Still, what makes them so revolutionary? The Nike FlyKnit is precisely engineered using yarns and fabric variations by one machine. No stitching involved.  They’re manufactured by one machine using a single ball of string, takes around a hour for each trainer. More on the reverse.

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Nike – Website | Facebook | Twitter

There are just three shoes in the HTM Flyknit collection: HTM Racer, HTM Trainer+ Grey, and the HTM Trainer+ Black. The HTM racer launched on Saturday at 12pm, best believe there was a guy camping outside since Midday Friday. I really hope he can run as fast as Bolt with them. The HTM+ Trainer Grey and Black will drop next month. The whole collection should be available worldwide in the Summer so don’t worry if you miss out!

HTM signifies the on-going collaboration between style leader Hiroshi Fujiwara, Nike design legend Tinker Hatfield and Nike Inc. CEO and designer Mark Parker. Since 2002, the three have worked together to amplify new innovations, reinterpret existing designs and explore concepts that take the brand to new places.

Another reason for heading down was to catch the RDC clique – few of my friends and Y&Y writer Candice is part of the movement. Just following these guys has led to me to start ‘running’ – seeing them auto tweet from the Nike+ app ‘just completed a XX mile run…’ made me feel like a lazy ass. Their lives are just as hectic as mine and yet they manage to fit running and keeping fit into their schedules.

What’s stopping me from doing the same? Laziness. If they can do it, then so can I! I’ve ran twice this week, one up from last. Extended feature on the Run Dem Crew coming soon!

A week ago Nike once again set the sporting world alight with the unveiling of their latest creation; NIKE+ FUELBAND. With secret NYC parties, innovative trailers and a constant Armageddon type preview on their twitter feed, I really did think that they were about to make the world implode. And then in the middle of a perfect storm, it was unveiled. A band that would track all your movement for the day. Steps, dance moves, drinking apple juice and more.

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Nike – Twitter | Facebook | Fuel Band

In all honesty, I felt cheated. Was that it? A fancy pedometer, that when released on May 1^st would set me back £139? Get the hell outta town, I was not involved.

But so many others were, with young sporty men asking when they could pre order. Nike had done it again, taken a simple concept and turned it into the second coming of NASA. I had to respect the hustle.

The marketing opportunity was above and beyond genius. They had declared that this was the year we should #MAKEITCOUNT. What better way than to introduce a device that could count it for you?

So imagine my surprise when I arrived at 1948 last night for Charlie to present me with one.  With it’s sleek matte and steel finish, it can easily slip under the radar as some kind of understated but luxurious jewelry. With only one button, it is easy to use. Like a kid in Las Vegas I was enchanted with the flashing lights and neon colors which immediately told me how many calories I had burnt while scratching my head.

But I still wasn’t sold.

Kim Kardashian looks nice but what does she actually do? It felt like a vacuous source only acquired to be within reach of the latest trends or down with the kids. Neither of which entertain me. Surely there had to be more?

As per usual Nike were ten steps ahead.

The real fun began when everyone whom had been gifted one, got in a huddle to compare stats. You weren’t only content with smashing your goal, you wanted to out run, out dance and out laugh your friends.  Making it count had never been so much fun. The discreet bands around our wrists had tied us together through some good old healthy competition.

With the touch of a button you are able to sync it to your iPhone and Mac . The teething problems that stalled their previous applications and software seem to be improved upon tenfold. Within seconds, my calorie count had been updated and combined with my Nike+ GPS, which I use to track my running mileage.  And just to make sure that the FUELBAND was correct, I pulled up GoogleMaps to go over my route and it was spot on.

So for once in my life, I am going to publicly swallow my words. I like what Nike have done here.

They have created a product, which leaves no sport out in the cold. Even if you are not involved with any kind of strenuous activity the FUELBAND allows you to visually embrace how important exercise is. The band does have a purpose. If only to want to make us walk instead of taking the bus, it subconsciously reminds you that movement in any direction, is better than standing still.