NIKE has appeared on this blog already on a couple of occasions, but I can't resist sharing another post about this brand. This time, I want to mention a very smartly done product launch of the shoe called NIKE Air Max 90 Tongue N Cheek edition, supported by the co-operation of the British rapper Dizzee Rascal. The shoe design itself is very funky. The collaboration is based around Dizzee Rascal's album Tongue in Cheek, and the shoe design reflects the name of the album sporting "tongues" on the shoes. Check out this video by Dizzee Rascal.
Celebrity endorsements of products and brands can be very rewarding, but also risky. The latter occurs if the brand's celebrity all of a sudden becomes a source of negative news, or of his or her brand values rapidly change. NIKE's collaboration with Dizzee Rascal is a smart solution of successful celebrity brand endorsement. The musician is endorsing a limited edition of the product, which will not have any repercussions on the brand in case the rapper's personal brand undergoes changes. At the same time, the product is reflecting the rapper's personality and is a great way to target the audience that is most likely to purchase the rapper's new album. It´s a short-lived stunt, which, nevertheless has the potential of building some long-lasting positive effects without too much risk.
Put it in your collection of smart marketing tips!
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