Nike Inc. has generated some of the most recognizable pop-culture symbols and slogans of our generation, not to mention consistently moving and thought-provoking works in print and television media. What makes the multi-billion-dollar corporation especially intriguing is its alternate role as an inspiration and facilitator of art independently, through commissioned series, or by way of contests the world over.
This is the art of selling sports.
Chalk
Directed by Mark Romanek. Agency: Weiden + Kennedy Portland, USA Premiere Date: December 2008. Music: "Candyman" by Cornershop Award: Clio 2009 Bronze
Although most of the shots are filled with crowds of people, there are really only two personalities at play in Chalk, Nike's 2008 homage to the pre-game ritual made famous by LeBron James. The black-and-white footage hops between James--the hero--and everyone else hanging on his every move: the fans. LeBron tosses his "magic dust" into the air, and the scene flips seamlessly: It's coming down in a locker room before a game, as sugar in a bakery, as talc in a barbershop. The message is as much about the hero as it is about the fans, and what it means to be inspired.
