Nike is fueling a battle of the sexes in its new campaign The Men vs Women Challenge at NikePlus.com. The campaign even got in between Eva Longoria and her husband!
The basic idea of the challenge is that between March 13 and April 20, Nike will track the kilometers of men and women. To participate you need to register with the nikeplus.com site and use the Nike+ system.
The campaign’s print ads feature men and women running with copies like, “One more thing for men to rule,” “Ladies first. Men Second,” and other childish phrases.
There is also a new commercial featuring Eva Longoria, Sofia Boutella, Fernando Torres, Zlatan Ibrahimovic, and Rodger Federer among others.
Key Themes Behind This Trend
- Sex Wars in Advertising
- Contentious advertising campaigns featuring gender-based challenges or comparisons.
- Interactive Fitness Tracking
- Digital technologies for tracking and comparing personal fitness activities.
- Celebrity-endorsed Exercise Campaigns
- Marketing campaigns featuring well-known athletes or celebrities to promote physical activity.
Where This Applies
- Sportswear and Apparel
- Innovative product lines and marketing campaigns that leverage provocative themes or new fitness tracking technologies.
- Digital Health and Fitness
- Tools and technologies that enable people to monitor and improve their health or fitness levels through smart devices and software applications.
- Entertainment and Media
- Cross-platform marketing initiatives that leverage social media, popular culture and celebrities to increase participation in fitness challenges.
