Photo Courtesy of TSI
On October 4, 2007, Nike’s skateboarding division plans on releasing its first true film entitled, Nothing But The Truth. Big whoop: just another corporate giant trying to make money off skateboarding right? Well, not exactly. You see there is a potential for a revolution within the skateboarding community. One that’s associated with the release of this film and I will tell you why.
Nike has assembled one of the most diverse and talented “teams” in the industry. With the likes of Paul Rodriguez, Chet Childress, Brian Anderson, and more on their roster, the footwear company seems to rival all others out there. In addition to a great team, Nike has an outstanding image. The swoosh has been a staple in street fashion for many moons now; more and more skateboarders are trading in their plain pairs of Vans and Emericas for some aesthetically pleasing Dunks. Let’s just be honest, Nikes look good. These two factors, coupled with some strategic maneuvers including but not limited to company and artist collaborations, tours, and giveaways, have been keystones in Nike’s marketing system.
Nike’s ingenious market plan has allowed it to capitalize on skateboarding. In fact, other skateboarding companies feel threatened by Nike. For example, Consolidated Skateboards started a marketing campaign several years ago called Don’t Do It in the hopes of encouraging skateboarders to buy from just skater-owned companies. (Ironically Consolidated is owned by a surfer.) Essentially what I am alluding to is that Nike has a lot of money to do plenty of big things; including a skateboarding film.
The sheer enormity of the budget for Nothing But The Truth almost guarantees a quality video. But as the New York Yankees have proved over the last few years, throwing money at something doesn’t always equate to success. However, if the sporting goods company does manage to live up to all the hype and pull off a great video, shockwaves will be sent through the industry. Skateboarding videos could almost be forced to be cinema quality; this may mean the majority of companies might have to hire professional directors, editors, script writers (just kidding) etc. Nike’s got freakin’ Lionel Goldstein working on this film.
In the skateboard world, videos sell product. Kids want the latest and greatest; they always have and they always will. So therein lies the potential significance of a film like Nothing But The Truth. Nike could potentially drive out most of its competition in the skateboard market with this video (keep in mind that the Lakai video will be released a week later, which will be good.) It’s not hard to picture the majority of skaters owning the Nike movie, much like vast numbers of people own at least one Star Wars film. If skaters got so hooked on to what Nike was doing, it might just be the end of the skateboarding industry as we know it today.
So when October rolls around, be on the lookout for Nothing But The Truth. I’m pretty sure it will be well worth the wait. After all, a revolution may dawn. When it is released, I do plan on reviewing it and posting it here. (If anyone reading this works for Nike; hook me up, I’m a broke college student!) So stay tuned, but in the meantime, you can check out the latest trailer for the film here.
No comments:
Post a Comment