SBD/Issue 56/Sponsorships, Advertising & Marketing

Real Men Wear Pink: Nike Launches Viral Ad For New Soccer Cleat

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Nike has launched a new viral ad campaign which teams German Bundesliga club Bayern Munich MF Franck Ribery “with the Pink Panther," according to Joe Thomas of BRAND REPUBLIC. Wieden & Kennedy, Amsterdam, has developed ad, which is in support of the new Pink Mercurial Vapor IV soccer cleat. In the 60-second spot, Ribery is “wearing the boots and mimicking the character of the Pink Panther" (BRANDREPUBLIC.com, 12/3). In N.Y., Jack Bell wrote Nike's "new pink cleats are all the (out)rage in Europe." The cleats, which are available in the U.S. for $205, were first seen worn by Ribery and several other European soccer players, including F Andrei Arshavin, F Hatem Ben Arfa, F Milan Baros, D Marco Materazzi and F Amauri. Commentators during Sunday's broadcast of the Arsenal-Chelsea English Premier League match said of Arsenal F Nicklas Bendtner, who was wearing the pink cleats, "It takes a big man to wear pink boots. ... I guess he's in touch with his feminine side." Arshavin said, "This boot has a little bit of provocation and fun, but it won't be too much. It will probably amuse football fans or puzzle competitors. Football is a game" (NYTIMES.com, 12/2).

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