# Insects As Brand Boosters Nikelab Promotes With Spiders By Ayman | Published 2008-07-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nike-spider References: [wktokyo.jp](http://www.wktokyo.jp/blog/?p=678) & [nike](http://www.nike.com/nikelab/) [Nike](https://www.trendhunter.com/trends/scary-good-campaign) is introducing new [super light shoes](https://www.trendhunter.com/trends/flyknit-venture) that utilize the innovative [Flywire](https://www.trendhunter.com/trends/gt-cut-3) technology. I am not exactly sure what's going on in this spanking new ad for their Nikelab division, but I think it has to do with the spider producing an ultra light yet very strong and durable web. That's just my guess. Looking more like a clip from National Geographic magazine, the ad was created by W+K Tokyo and directed by Andrew Hall. W+K Tokyo created a few other ads for nikelab to promote the new shoes. Check out Moon Jump, and Pillows. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 14% | Activity: 72% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### What's Driving This Trend - **Innovative Flywire Technology:** Opportunity for disruptive innovation in the footwear industry by using super light and durable materials. - **Promotional Ads Featuring Natural Elements:** Opportunity for disruptive innovation in advertising by incorporating nature-inspired imagery and storytelling. - **Nikelab Division Product Promotion:** Opportunity for disruptive innovation in the sports apparel industry by creating unique and captivating marketing campaigns. ### Who This Affects Most - **Footwear:** Opportunity for disruptive innovation in the footwear industry by developing and releasing lightweight and durable shoe technology. - **Advertising:** Opportunity for disruptive innovation in the advertising industry by using nature-inspired imagery and storytelling techniques to promote products. - **Sports Apparel:** Opportunity for disruptive innovation in the sports apparel industry through unique and captivating marketing campaigns that highlight product features. ## Related on Trend Hunter - [Skateboarder-Inspired Footwear Spots](https://www.trendhunter.com/trends/nyjah-4.md) - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Consolidated Sports Innovation Engines](https://www.trendhunter.com/trends/innovation-efforts.md) - [Bumblebee-Inspired Collaborative Sneakers](https://www.trendhunter.com/trends/air-max-95-3.md) - [Next-Gen Athlete-Starring Ads](https://www.trendhunter.com/trends/why-do-it-ad.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Villain-Inspired Futuristic Sneakers](https://www.trendhunter.com/trends/air-flightposite.md) - [Secure Cable-Accented Sneakers](https://www.trendhunter.com/trends/nike-lunar-roam.md)