It is no secret that Nike is masterful of the art of branding. Smart executions and promotions are found throughout Nike's history. Product placement of their brand was found in the movie Back to the Future. A futuristic Nike shoe was developed for the movie to depict the future of shoes (from the auto-lacing capability to the light-up feature). This was an extremely smart move considering it shows that Nike is the future of shoes. Recently, to raise money for Michael J. Fox Foundation of Parkinson's Research, the Nike shoes from the movie are being auctioned off. 1,500 pairs to be exact. This associates Nike with a good cause and, yet again, places Nike in the eye of brand promotion. Let the buzz begin.
http://creativity-online.com/work/nike-nike-mag/24387
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