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SBD Global/July 18, 2017/Marketing and Sponsorship

Nike Celebrates Roger Federer's Wimbledon Title With 'Get Off My Lawn' Ad

Nike commemorated Roger Federer’s eighth Wimbledon title "with the release of limited-edition products and a brazen new ad asserting his superiority," according to Tony Connelly of THE DRUM. Federer clinched his 19th grand slam on Sunday after beating Croatia's Marin Čilić. To mark the achievement of "one of its biggest brand ambassadors," Nike created a new 30-second ad titled "Ro8er" with clips of the 35-year-old in action. In addition to the spot, Nike released a limited number of all-white Oscillate Evolve RF shoes which "pay homage" to the shoes Tinker Hatfield designed in '97. The footwear features a number eight on the heel and "will be available at NikeTown London and 21 Mercer." Nike also designed commemorative T-shirts, one with the Ro8er logo, representing his record-breaking eighth title at Wimbledon (THE DRUM, 7/17). AD WEEK's Tim Nudd wrote the ad is "dripping with attitude -- mirroring the ruthless confidence, if not the actual, famously sportsmanlike demeanor -- of tennis' greatest ever player." The ad, by Wieden + Kennedy, is the "most notable congrats spot at Wimbledon" since '13, when BBH London and juice brand Robinsons honored Andy Murray "after he ended the 77-year drought between British male singles champions" (AD WEEK, 7/17).
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