I came across this new NIKE commercial today and felt compelled to share. The challenge is obvious : this generation ( yes, your kids ) is the first one that is expected to die 5 years younger than their parents. Note that the folks at Nike do not give you the watered down version of ...will live 5 years less than their parents on average, based on a WHO survey.....No, they go for the formulation that will make you stop and do not shy away from the "D" word.
But who or what is the Nike foundation or what are they doing that allows them to talk to me like this?
the only thing that i would grant them as a consumer ( i would prefer the latin "hombre de pie" but not sure how it translates in Engellish ? ) is that they are legitimate in the world of sports. And what they bring to the party is their knowledge that the "habit to practice sports is disappearing at alarming speed in some parts of the world"...so that is it. You are smart human beings and you make the connection...health / sports habits / Nike....they have a legitimate role, even more so as they communicate via the Nike Foundation and not just by using one of their sports athletes or shoes. The idea to go through kids to get a watchable piece of communications is simply brilliant as kids do better at inventing a bright future than adults who would have a tendency to just want to rewind 5 years back and watch jersey shores again, this time with the knowledge that snooky ( schnooky? Spooky?) gets pregnant in the end. As for me, I am forever grateful to the little girl who would get more hamsters or the boy who would go after aliens. without mentioning the kid who would build something in wood. except she just realises she has no woods and that Nike cannot do anything about this. You made my day.
Now, if you want to know more, simply log onto www.designedtomove.org.
And get those running shoes out of your closets.
Good job, ladies and gents at the Nike Foundation.
Good night and good luck
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