Top Athletes Get Cold For Nike

Nike's new campaign, #GetOutHere, starts with a new TV spot featuring 21 pro athletes. The campaign touts products like ENike’s connected gear and cold weather gear.

The ad, “Snow Day,” features 21 athletes from the worlds of football, soccer, boxing, tennis, CrossFit, and more, who in the middle of a snowstorm burst out of houses, cars, through windows, and through fences to play in a blizzard. They include the Patriots’ Rob Gronkowski, the Giants’ Odell Beckham Jr., and the U.S. Women’s Soccer World Cup champion Sydney Leroux. The campaign touts thermoregulation products Therma-Sphere Max, AeroReact, and Pro Hyperwarm.

The company is also supported across digital platforms and channels. Nike says it has also revamped its Web site to let consumers filter products by weather condition (freezing, cold, cool, and dark) and then get recommendations based on those conditions. The company is also teaming with on an app that delivers personalized information tying weather to wear via mobile devices: when users check the weather for the day, Nike will provide a recommendation for the best type of athletic apparel for outdoor training.



The campaign, not surprisingly, gets into location-based marketing that delivers ad content based on weather. The company is doing this two ways; first, via Phunware. That program uses location-data ad serving to  deliver Nike creative to users based on local conditions, to apps on mobile devices. Nike is also touting the products via Pandora’s desktop interface. Nike says dynamic ads will be introduced, again, based on the current temperature where consumers live.

The company says the “Snow Day” spot will run on Nike digital channels and TV starting Oct. 29 during “Thursday Night Football,” when the New England Patriots take on the Miami Dolphins. The film was created by Nike and Portland, Ore.-based agency of record Wieden + Kennedy.

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