Recently, two of the sports world's biggest giants, Nike and adidas, released their latest promotional videos, which are surprisingly minimalist. nike's new release has the camera focusing almost exclusively on ballerina Mays, while adidas's promo, also known for its simplicity and focusing solely on Mays, has garnered a lot of attention.
However, behind this seemingly simple, it hides the two brands' keen insight into market trends. It is reported that the promotional video aims to emphasize the personal charisma of the stars, as an extension of the brand image, so as to occupy a place in the highly competitive sporting goods market.
Interestingly, despite the similarity of the content, the two brands have their own unique styles of presentation. nike's film captures the moments of Mays in motion, showing its athletic style, while adidas uses static images to portray the classic moments of Mays in slow-motion and in detail.
This phenomenon can't help but make people think: in the era of information explosion, how can brands catch the eye of consumers in a short period of time? Perhaps the answer lies in clear and concise content and the star effect.
