Extra, Extra, Read All About It! Nike Sportswear makes a jacket called The Destroyer! Nike’s latest promotional push behind the Destroyer Jacket is not an iPad app, not a mobile device site, and there is no Web 2.0 involved. It’s just old-fashioned print media. Considering how nice the Destroyer Jacket is, it’s almost surprising how much concerted effort goes into promoting it; the jacket could stand alone on quality and style. But since Nike has virtually every digital media type on blast for The Destroyer Jacket, maybe print makes sense. Seriously though, the point here is producing a uniquely tangible item that ties the whole Destroyer project together, and what better way than a tabloid-format “newspaper.” It might be easy to criticize Nike for such heavy promotion, but the truth is the Destroyer Journal is a desirable item in its own right – if you don’t believe it, check eBay after the limited-run paper comes out. Content-wise, the publication will feature athlete interviews, a piece on the NYC-local NSW crew shot by Tim Barber, and a feature on Stadium MFG (which we covered here). Check out a detailed shot of the artfully done cover illustration after the jump. via Nike.
By- November 18th, 2010