Creativity

Nike Retail Brand Marketing: Swiss Army Federer

This Roger Federer ad, built around a Getty stock image, will be seen in the program for the upcoming U.S. Open in New York. "Nike decided that after 49 singles championships and 11 major victories, it was time to make a statement in print a

Published on Aug 09, 2007

Editor's Pick

This Roger Federer ad, built around a Getty stock image, will be seen in the program for the upcoming U.S. Open in New York. "Nike decided that after 49 singles championships and 11 major victories, it was time to make a statement in print and begin to define the Roger Federer brand," explains ECD Todd Grant at Cole & Weber United. "Federer is now widely considered to be the greatest male tennis player of all time, so we created an ad that captures the fact that he has every shot in the game," while at the same time capitalizing "on his Swiss heritage." Switzerland itself has already defined the Roger Federer brand; in April he became the first living person to be pictured on a Swiss postage stamp.

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About

Credits

Date
Aug 09, 2007
Client:
Nike Retail Brand Marketing
Agency:
Cole & Weber United
Executive Creative Director:
Todd Grant
Copywriter:
Mike Tuton
Art Director:
Lance Wei
Digital Artist:
Lance Wei
Digital Artist:
Sean Onart
Print Producer:
Peter Calandra

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