Superior athletes: are they animals, machines, or both?
A new campaign from Nike and Highdive, the Chicago boutique launched by DDB veterans Mark Gross and Chad Broude last year, goes with the former metaphor to promote the Nike Alpha Huarache 6. It’s a very specific shoe for a very specific game: lacrosse.
The 60-second spot argues that the appropriately named “Eyes” cleat will help athletes get closer to their true, animalistic natures … while improving their performance in the process.
It’s a visually striking spot that resembles a gladiatorial battle scene in which lacrosse go a little further a little faster than they thought possible thanks to the technical enhancements provided by a simple shoe.
The ad doesn’t quite explain what makes the model so special, but its summary notes that the shoe includes “LacrosseeFlex” plates designed to enhance flexibility as well as “triangular studs optimized to deliver 360-degree traction for explosive propulsion.”
Highdive created the ad along with the production company The Mill Chicago, which worked to get just the right look and feel for a dramatic depiction of sports glory.
In addition to Nike, the agency recently won work for Barilla pasta, Guaranteed Rate home loans and Marriott Signature’s new EMC2 Chicago hotel.