Nike’s new cleats are tough on your feet

Is it a good thing when the TV commercial for your soccer shoe looks like a Discovery Channel special on self-surgery? The idea behind this Nike ad is that the boot is so lightweight, it’s like it’s not even there. Thus, the guy is seen lacing up his feet rather than his shoes. Also, as he click-clacks down the tunnel toward the field, it becomes evident that he’s also developed great cleat-like callusus on the soles of his feet. Which will also need medical attention at some point. Via Advertolog, which credits London’s Nice Shirt Films as the agency.

—Posted by Tim Nudd