This is the video Nike released to promote their 2013 Black History Month line:
The shoes look fantastic. And I love any beat that comes from 9th Wonder, that's just a fact of life. But I can't help feel that the spirit of black rebellion does not live on in $200 a pair shoes. It just doesn't.
The whole video, and its purpose for existing just feels inauthentic. It's produced nicely, but ultimately talks about grit without possessing any.
Contrast Nike's spot to Macklemore's song Wings:
While it's not about a specific month or occasion it embodies a spirit the Nike spot only wishes it could have. It's actually rebellious. He's asking people to be conscious of what they chose to spend money on. To actually think about how people define themselves by what they wear.
Pointing out that shoes might not be the point of life.
In light of the Macklemore song, this effort by Nike looks even less about rebellion and more about showing off cool kicks.
Of course Macklemore is his own client. And anti-consumption isn't a message that most companies, least of all Nike, is going to attach itself to. But it's interesting to think about what Nike could do for Black History Month beyond a nice video and limited edition clothing.
Also, not sure if this changes anything, but after all of this how do you feel that Macklemore licensed Wings the NBA as the All Star Game theme song? Does that change your opinion at all on the validity of his message? Should it matter? It bummed me out a little when I found out.