Back to the future with Nike Air MagWritten by Aleksandar Djuric / Featured in: Advertising / 09.09.2011.
Sneaker-heads watch out cause Nike Air Mag will drive all the way Back to the Future!
This is one great viral campaign by Nike. The limited edition shoe is based on Marty McFly self-tying, glowing Nike kicks in Back to the Future II. You’re wondering who is the first guy who wears those babies? Of course, the actor who played McFly, Michael J. Fox.
The “McFly’s Closet” video is made for viral campaign totally. It’s posted by a YouTube user: DocEmmettBrown88.
Watch Nike’s Air Mag spot below.
“Sneaker and movie fans have urged the company for years to create the shoe,” AP reports.
Now Nike will auction the Air Mag on eBay and donate proceeds to the Michael J. Fox Foundation which is funding research for cure of Parkinson’s Disease.
Read the press release by Nike:
The NIKE MAG is no longer the “greatest shoe never made.” The mythical shoe that originally captured the imagination of audiences in Back to the Future II is being released — and they’re here to help create a future without Parkinson’s disease.
1500 pairs of the 2011 NIKE MAG will be auctioned on eBay with all net proceeds going directly to The Michael J. Fox Foundation. Each day for the duration of the ten-day auction, one hundred and fifty pairs of the 2011 NIKE MAG shoes will be made available via eBay’s Fashion Vault.
The auction starts September 8, 8:30PM PST, and will end September 18. Thanks to a previous 50 million dollar match given to the Michael J. Fox Foundation, all donations will be matched, effectively doubling the contributions from the auction.
Fox stated that this project is very exciting for him. He also appeared on the David Letterman show where he was wearing the sneakers to promote the auction.
“We wanted to translate the excitement people have for the ‘greatest shoe never made’ and for theBack to the Future into positive action,” said Nike CEO Mark Parker. “But the long term objective is to raise awareness so the Foundation can achieve their goal of eradicating Parkinson’s disease.”
Facebook page and two Twitter accounts @NikeB4TF and @airmag are glowing and reporting about the auction. There was an invite-only event for reporters and bloggers hosted by Nike shoe designer Tinker Hatfield to preview the whole project and the shoe. Before the big presentation, a special box was sent to each guest’s hotel room which had shades – shades that was famously worn by Doc Brown in the Back to the Future films. The shades had a little slogan: “IT’S ABOUT TIME.”
“The 2011 Nike Air Mag is said to be Nike’s first rechargeable sneaker and is designed as an exact replica of the pair Marty wore in Back to the Future II. The shoes feature a bright LED panel and electroluminescent Nike branding. Slight changes, such as additional foam in the ankle and forefoot, have been put into place to improve comfort. One charge will keep the Air Mag lit for 5 hours.”
Maybe some fans will be disappointed for the small number of sneakers: Nike Mag kicks aren’t self-tying and only 1500 pairs are produced. But after all, “it’s about time” for Nike Air Mag.