Nike Air Max 90 Ad: An analysis of the Shoe Collector's Core Values

After "Write the Future," Wieden and Kennedy launched a new commercial for the Nike Air Max 90 shoe in the UK. Entitled "I am the Rules" this is a one minute film of clean, concise, energized and assured images. If the symmetrical geometry of each frame and beat-based music are powerful factors to this effect, the colours are just as important: the six colours of the exclusively designed for Footlocker shoe are used throughout the ad, with black, grey and white as base, and colza, red and violet as decorative highlights.

If at first the whole thing feels like a mish-mash of rule-breaking attitude, it's unsurprisingly filled with stereotypical ideas (that sell) about tradition, innovation and respect. How are these materialized?

During the first few seconds of the clip we are introduced to the very majestic notion of time and history - somewhat of sports, but also in general with the a shadow clocking away, the iconography of kingdoms lost and of traditions forgotten (aka the projection of the colosseum). Then, skipping through a few centuries, we are facing present-time sport brands' favorite athletes - the consuming shoe collector - commanding the video with his remote control. From then on things get a little crazy, when intercutting slow motion and rapid shots of various activities paralleled with statements about defying tradition (by dancing hip hop or being a girl boxer), expectations (screaming at microphones/media) and stereotypes (wear Nike instead of suits) are presented. The guys who created hip-hip might be 60 by now and blowing up in front of media not so revolutionary (or appreciated by brands like Nike see Tiger Woods or Les Bleus), but these ideas look great. The weirdest thing is when the ad turns to illustrating how to defy prejudice via Nike shoes. They come up with two Brian Jungenian masks, a DIY time machine from Japan with flags waving and lighting fire crackers over an athlete in front of the projection of the amphitheater. 

Really defying your idea of prejudice, right?

"I AM THE RULES"