Can Nike change the image of hoodies?
A new campaign from Phil Knight’s finest aims to give the common ‘hoodie’ a PR style makeover with this new execution from BBDO Argentina.
I like it.
It’s strange isn’t it how hoodies get a bad rep, yet down Clapham way there are shitloads of ‘hoodies’ (Jack Wils) and all they seem to do is sit about in their pyjamas all day drinking frocca chocca pimms lattes outside the common. Not a peep out of any of them.
Ok, point being, it’s not the ‘hoody’ that is causing the social tension, it’s the perception of what the hoody represents and Nike appear to be attempting to redefine this by debuncting what it means when someone has their hoody pulled up (“it’s not threatening, it’s not that I don’t want to be spotted by those pesky CCTV cameras ‘cos I’ve just nicked a load of pick ‘n mix. Oh no. I just need my hoody up when I’m writing in my moleskine so I can get in my creative zone and contemplate life’s strifes ;)). Which is clever. And they’re doing it by telling a story. Which is interesting (and why it’s receiving news attention).
Will it be a gamechanger? Who knows, but ad campaigns that are topical, tap into some sort of cultural tension and yet stay true to what the brand is trying to do (in this case flog hoodies thus entering into the conversation legitimately because it directly affects their business), are sure to be successful and will inevitably have newsworthiness eventually allowing their message to creep into earned media too.
