Nike: Shoes Need To Be Put Out To Be Valuable.

It is probably one of the objects that best reflect "circle culture".

For many people, the value of wearing shoes is far more than that of sports shoes. Shoes are being seen as a way of self expression and, to a large extent, become a symbol of youth, rebellion, sportsmanship and coolism, and become a popular cultural symbol of the times.

So you will see a lot of sports shoes enthusiasts, like the art of treating shoes, carefully collecting, for its brand culture, special performance of the family.

Oh, if you go too far, others will call it fetishism.

Nike's new ads are just making fun of fetishism - if you get stuck in a fascination with sneakers and worry about your gains and losses, it's a disease.

Lena Waithe, a black actress, plays a psychotherapist named Dana Sole, who specializes in patients who are too obsessed with sneakers.

The American marathon runner, Shalane Flanagan, came to receive treatment, describing all sorts of symptoms: afraid to take off her shoes, for fear that someone would steal it.

For her, Nike shoes are her beliefs and are as important as marathons.

There are more exaggerations in the story.

Those in the waiting area, some of them holding their shoes in front of their chest, others locking their shoes with zona lock boxes, some holding a large stack of shoes with cartons, reluctant to put them down, others using electric toothbrushes to wash shoes carefully, and others wearing shoes on their feet, but wrapped with a thick layer of foam plastic.

Fetishism

"It must be shoes (It 's Gotta Be the Shoes)."

There is a saying at the end.

This also means that Nike believes that shoes should first come back to use.

It 's Gotta Be the Shoes

However, this kind of exhortation and the Tucao of fetishism show the arrogant taste of "right words and counter words".

You know, is it not the brand side itself that makes and promotes the culture of sneakers?

Nike is one of them.

This series of ads is based on "It 's Gotta Be the Shoes" as the theme of the promotion of Nike Zoom VaporFly 4% running shoes, is a marathon racing shoes, known as the previous marathon professional running shoes can have a 4% performance improvement, hence the name.

In fact, "It 's Gotta Be the Shoes" is still an advertising theme. In 1989, Michael Jordan and Mars Blackmon appeared as a black and white advertisement for Nike. It was based on the "It" and "Nike". It became one of the most classic commercial advertisements in Nike history.