# Retail Staff as Models Nike Uses Store Owners Instead of Models or Celebrities By Christina Butty | Published 2009-10-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nike-uses-store-owners References: [hypebeast](http://hypebeast.com/2009/10/nike-sb-support-local-campaign-todd-jordan/) & [nike](http://www.nike.com/nikeskateboarding/apparel/) To create ads for the Fall and Holiday [Nike](https://www.trendhunter.com/trends/why-do-it-ad) SB apparel collections, Nike didn’t hire models. Instead, the global shoe retailer sent photographer and Nike SB Pro Todd Jordan on the road to capture photos of the [small retailers who carry their gear](https://www.trendhunter.com/trends/bosses-campaign). Armed with a bag full of holiday apparel which he photograped the shopkeepers in, Jordan created photos for the Nike SB ad campaign titled, “Support Your Local.” This is certainly a deviation from Nike’s standard lavish ad campaign featuring [expensive celebrities](https://www.trendhunter.com/trends/zne-collection). The shoe and lifestyle brand is certainly full of surprises. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 61% | Activity: 16% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Retail Staff Modelling:** Retailers are using their staff as models to promote their products, offering a more authentic representation of their brand. - **Supporting Small Businesses:** Promoting small businesses through advertising campaigns helps brands establish a community-focused image while supporting local economies. - **Alternative Advertising Campaigns:** Brands are stepping away from traditional, celebrity-focused ad campaigns and adopting more unconventional approaches to stand out in the market. ### Where This Applies - **Fashion:** Fashion brands can benefit from featuring their own store staff in promotional campaigns, creating a unique brand identity and showcasing in-store collections. - **Retail:** Retailers can promote their brand and support local businesses through advertising campaigns that feature small business owners who carry their products. - **Advertising:** Advertising agencies can adopt alternative approaches to promote brands, encouraging them to focus on authenticity and community-building rather than relying solely on celebrities for promotion. ## Related on Trend Hunter - [Next-Gen Athlete-Starring Ads](https://www.trendhunter.com/trends/why-do-it-ad.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [Phygital Sportswear Concepts](https://www.trendhunter.com/trends/nike-style.md) - [Gaming Style Capsules](https://www.trendhunter.com/trends/nike-x-martine-rose-campaign.md) - [Consumer-Inspired Store Mannequins](https://www.trendhunter.com/trends/london-store-mannequins.md) - [Gen Z Holiday Campaigns](https://www.trendhunter.com/trends/wrapped-in-heat.md) - [Athletic Wear Collabs](https://www.trendhunter.com/trends/nikeskims-collection.md)