# Hot Jock Cross-Branding Nike Launches "AW77" Hoodies With the Help of Famous Athletes By Robyn Currie | Published 2009-09-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nike-aw77-hoodies References: [hypebeast](http://hypebeast.com/2009/09/nike-sportswear-the-aw77-hoodie-style-photo-shoot/) [Nike](https://www.trendhunter.com/trends/halo-2) continues to use its clout as a major sportswear provider to great success with the launch of its new “AW77” hoodie and the ad campaign that goes with it. Featuring some of [today’s hottest sport stars](https://www.trendhunter.com/trends/adidas-you-got-this) like Maria Sharapova, Sofia Boutella, Alexandre Pato, Rafael Nadal, Manny Pacquiao, Kobe Bryant and master photographer David Sims, this photo spread is epic. Taking [Nike’s master design](https://www.trendhunter.com/trends/nike-x-martine-rose-campaign), and running with it (no pun intended) the athletes let loose their off the court personalities in the spread for the Nike AW77 hoodies. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 68% | Activity: 24% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What Makes This Trend Stand Out - **Athlete-driven Brand Collaborations:** Opportunity for brands to collaborate with famous athletes to create and promote unique products, leveraging their personal brand and fan base. - **Celebrity-endorsed Fashion Collections:** Potential for fashion brands to partner with celebrities to create exclusive clothing lines that combine style and celebrity influence. - **Sports-inspired Photography Campaigns:** Innovative advertising approach for brands to incorporate athletes and sports elements into their photography campaigns, creating visually impactful content. ### Sectors Adopting This - **Sportswear:** Disruptive innovation opportunity for sportswear brands to collaborate with famous athletes, driving product innovation and market appeal. - **Fashion:** Opportunity for fashion brands to explore celebrity collaborations, merging fashion and fame to attract consumer attention and drive sales. - **Advertising & Photography:** Innovative opportunity for advertising and photography industries to incorporate sports stars into their campaigns, creating captivating visuals and attracting brand partnerships. ## Related on Trend Hunter - [Athletic Wear Collabs](https://www.trendhunter.com/trends/nikeskims-collection.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Athlete-Honoring Apparel Lines](https://www.trendhunter.com/trends/halo-2.md) - [Football Star Capsule](https://www.trendhunter.com/trends/tru-kolors-x-ae.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md) - [Next-Gen Athlete-Starring Ads](https://www.trendhunter.com/trends/why-do-it-ad.md) - [Gaming Style Capsules](https://www.trendhunter.com/trends/nike-x-martine-rose-campaign.md) - [Collaborative Sportswear Collections](https://www.trendhunter.com/trends/nike-and-offwhite.md)