The new spot is set in a futuristic landscape and takes fans through an exhibition of next-level speed.
Today, Nike (NYSE:NKE) announced the debut of its new NFL spot as part of the brand’s Fast is Faster campaign.
The :60 spot, entitled “Fast Is Faster,” will be shared first via social media on Thursday with the broadcast debut in the first round of the NFL Draft on ESPN between the first and second picks.
Nike’s football heritage is built on the concept of speed. More than 40 years ago, Nike founder Bill Bowerman set out on a relentless quest to help athletes get faster. From the first football cleat to the new NFL Nike Elite 51 uniforms, Nike continues to blend cutting edge technology with over four decades of knowledge, craft and insight to help athletes gain speed.
To that same end, the new spot is set in a modern futuristic landscape and takes fans through an exhibition of next-level speed by stating: “Strong is no longer strong. Fast is the new strong. Lungs are jet engines. Endzones are scorched. The pocket is collapsing faster. The field just got shorter. The slow lose their lunch. The tortoise never wins. And if you’re not faster, someone will let you know.”
Nike NFL athletes Troy Polamalu, Calvin Johnson, Darrelle Revis, LeSean McCoy, Ndamukong Suh, Alex Smith, Larry Fitzgerald, and Marshawn Lynch are featured, as well as NFL official Mike Carey.
In addition to the :60 feature, the campaign highlights a :15 teaser spot and a :15 Marshawn Lynch version showcasing the Seattle Seahawks new uniform design. The initial rollout also includes NFL Network, ESPN Sportscenter, and NFL Live on ESPN. The spot will also run on Nike digital channels including Nike.com, NikeFootball.com and Nike Football’s facebook page, as well as YouTube.com, Xbox Live, ESPN.com, BleacherReport.com, Stack.com, and NFL.com.
Fast is Faster was directed by acclaimed director Mark Romanek and edited by Kirk Baxter, the recipient of the Academy Award for Film Editing in 2010 and 2011, both of whom have worked with Nike on previous projects over the years.