Nike Mercurial Superfly II: 重新定义速度 Rewrite the rules of speed

Credits:

Nike launches an online viral campaign by Wieden+Kennedy Amsterdam (W+K) for the revolutionary & #39;Mercurial Vapor Superfly II".


Agency: Wieden+Kennedy Amsterdam
Client: Nike Football
Website: www.wkamst.com
Advert Title: Rewrite The Rules Of Speed
Creative Directors: Mark Bernath and Eric Quennoy
Art Director: Pierre Janneau
Copywriter: Mike Farr
Producers: Neil Henry and Cat Reynolds
Head of Broadcast: Erik Verheijen
Executive Creative Director: Jeff Kling
Account Team: David Anson, Jordi Pont, Gene Willis
Nike: Enrico Balleri and Colin Leary
Production Company: Paranoid US
Director: Edouard Salier
Executive producer : Claude Letessier / Cathleen O& #39;Conor
Head of Production: Matej Purg
Producer : Anne Lifshitz
Line producer : Romain Staropoli
Post coordinator : Charlotte Raffi
Director of Photography : Wouter Westendorp
Graphic design : Marthe Salier, Xavier Reye, Julien Michel, Damien Martin
Editor: Olivier Gajan
vfx company: Digital District
Producer: David Danesi
VFX Supervisor/ 3D : Julien Rancoeur
Lead Flame : Christophe Richard
Music and Sound Design: Massive Music/ Guy Amatai


As anticipation for the biggest football tournament of the year heats up, Nike releases the Mercurial Vapor Superfyl II, a football boot with Nike SENSE adaptive traction technology studs. When designing the Mercurial Superfly II, Nike created an adaptive stud that extend and retract by up to 3mm, based on ground conditions and pressure exerted by the player. Two of these studs on the forefoot of each boot combine with directionally positioned blades to allow for quick changes of direction, while secondary toe traction provides added power for those first critical steps. The result is a boot that enables greater speed in all directions – in all conditions

Enrico Balleri, Head of Nike Football Advertising says,“With this campaign we wanted to illustrate how the revolutionary adaptability value of this boot helps the fastest players in the world maintain their performance on any pitch condition.”

Art Director Pierre Janneau adds ‘Mother Nature doesn’t understand the ‘perfect pitch’. We wanted to demonstrate the many faces she might show during the tournament with a graphic illustration of how pitch surfaces unexpectedly evolve during the course of a game.’

The viral, shot by Edouard Salier, features FC Barcelona’s Zlatan Ibrahimovic and takes the viewer fantastical world where a mechanical pitch tests Zlatan’s speed to extraordinary extremes. As Zlatan glides past oncoming defenders, the pitch changes its surface and weather conditions at breakneck speeds as it continues to challenge Zlatan’s drive to goal. Unfazed by the terrain, Zlatan powers his way past defenders as his boots quickly adapt, grip the ground and accelerate towards victory.

“Nike always comes up with something new and different, and this film looks amazing. It& #39;s incredible to be filming and then see how it all comes together in the finished piece," said Zlatan Ibrahimovic.

The Mercurial Vapor Superfly II continues to define and reinforce Nike’s commitment to developing football boots that provide stability and power for the ultimate athletic physical performance.

Nike Mercurial Vapor Superfly II- Rewrite The Rules of Speed.

The campaign was created by Copywriter Mike Farr and Art Director Pierre Janneau, Creative Directed by Eric Quennoy and Mark Bernath, Producer Neil Henry and Cat Reynolds with ECD Jeff Kling, Head of Broadcast Erik Verheijen and Account team David Anson, Jordi Pont and Gene Willis and at Nike Enrico Balleri Global Football Advertising Director and Colin Leary Global Football Advertising Manager.

 Nike Mercurial Vapor SuperFly II – Nike Football’s latest innovative product

Last night Nike Football hosted a global media event in London which was attended by Mark Parker, CEO of Nike and 2008’s winner of the FIFA World Player of the Year award, Cristiano Ronaldo of Real Madrid.

昨天 NIKE 在倫敦一個全球性的傳媒活動上，NIKE宣布推出Mercurial Vapor SuperFly II，一雙最輕便及擁有能適應不同場地的全新抓地性能的球靴，是專為提升球員在加速時的爆發力而設計的。當天在 NIKE CEO MARK PARKER 聯同2008年的世界足球先生 基斯坦奴•朗拿度 一起出席，講解給全球足球迷這最新的科技 .

With the emphasis of providing players with enough traction to dribble around players while at the same time beating them in a straight line sprint to the goal, it features the Nike Flywire technology throughout the shoe and a carbon composite chassis to provide ample support while keeping weight to a bear minimum. The colour of the shoe was designed to create a illusion of speed on the pitch. The boot will hit retailers on the 1st of April around the world and on the foot of Nike-sponsored footballers during the month long FIFA World Cup Finals in South Africa that begins in June.

Nike Mercurial Vapor SuperFly II 這球靴使用了 Flywire 技術，碳底板技術的鞋底，使其更輕巧而抓地性能一流，而採用了重新設計的鞋面，達到更高的合腳性及快速控球時雙腳的靈活性，也令球員更能靈活地控球和掌握射門感覺。還有Mercurial Vapor SuperFly II 的紫羅蘭色，是球場上這麼多年都沒有使用過的主色，這亦幫助運動員除了在球場上所向披靡時，也能同時奪人眼球。而這雙球靴的出現，也就是趕及給各位 NIKE 旗下的球員，為其國家於今年2010年6月的南非世界杯取得更好成績!

NIKE總裁兼CEO Mark Parker表示：「我們在全球最受歡迎的體育項目中的成功，是基於開發創新的產品及體驗如全新極為輕身及反應性能極佳的Mercurial SuperFly II球靴，以及可以將足球的電子世界與真實世界互相連接。這些都是NIKE目前最先進的產品，並將會為NIKE Football寫下嶄新的一章。」
在開發抓地性能的一個核心技術NIKE SENSE時，設計團隊創造了一顆能夠根據場地軟硬度而伸縮調整3毫米的鞋釘。三片式的構造加強了球靴的定向能力，在不同的場地條件上都能最大限度地提升迅速轉向的速度，而第二重的腳趾抓地力為關鍵的第一、二步提供了更佳提升腳趾的力量。出來的結果是一雙四面八方都可以發揮高速度的的戰靴。

“NIKE, Inc. is the world’s largest and most innovative football company,” said Mark Parker, NIKE, Inc.’s President & CEO. “Our success in the world’s most popular sport is based on creating innovative products and experiences such as the new, incredibly light and responsive Mercurial SuperFly II boot and Nike Football+ which connects the digital and physical worlds of football. These are among Nike’s most advanced products to date and will help write the next chapter for Nike football.”

Nike的設計團隊在研發Mercurial Vapor Superfly II的過程中，和一些頂級速度球員作溝通交流，他們強調加速繞過一名防守隊員與在直線打敗他同樣重要。通過從這些球員收集瞭解到的資訊，Nike運動研究實驗室對比賽進行了深入的分析，包括了全面地對球員出現的失誤進行分析，從06年世錦賽之後的63場比賽分析出來的結果表明，總共出現了845次球員失誤的情況，或每場比賽14次。建基於這見解上，Nike團隊與多位頂尖球員如基斯坦奴•朗拿度、伊巴謙莫域及柏圖合作創造一雙在任何環境下，都可以增加腳趾提升的速度，減少打滑情況的戰靴。

In developing NIKE SENSE adaptive traction technology, designers created an adaptive stud that can extend and retract by up to 3mm, based on ground conditions and pressure exerted by the player. Directionally positioned blades maximize cutting and allow for quick changes of direction, while secondary toe traction provides added toe-off power for those first critical steps. The result is a boot that enables greater speed in all directions.

Nike’s design and engineering teams talked with some of the fastest players in the world, who emphasized that acceleration around a defender is just as important as beating him in a straight line. The Nike Sports Research Lab researched the world championship finals in 2006 and found that there were 845 slipping events over 63 games, or roughly 14 per game. Building on these insights, the Nike team collaborated closely with elite athletes including Cristiano Ronaldo, Zlatan Ibrahimovic and Alexandre Pato to create a boot that enables toe-off acceleration and minimizes slippage in game-changing situations.

基斯坦奴•朗拿度表示：「對我來說，最關鍵的是第一步的加速，但輕巧地轉彎繞過一名防守球員也很重要。Mercurial Vapor Superfly II 在兩方面都幫我做到，令我可以打敗對手，創造得分機會。」

“For me, it’s all about first-step acceleration, but twisting and turning around a defender is also important,” Cristiano Ronaldo said. “The Mercurial Vapor Superfly II helps me do both, so I can beat my opponent and create scoring opportunities.”

運動員的見解還指出，他們渴望一雙有高度合腳性而同時不失耐用性或支撐性的球靴。Mercurial Vapor Superfly II的鞋面採用了新一代的Nike Flywire技術達到輕巧、堅韌牢固的效果，並同時帶來更好的舒適感。碳底板技術的鞋底設計為抓地技術提供了輕量的平台，讓球員可以更貼近地面。

Athlete insights also pointed to the desire for a close fit around the foot without compromising on durability or support. Next-generation Nike Flywire technology incorporated into the boot’s streamlined upper provides a lightweight, strong and more dynamic fit. The carbon composite tuned chassis provides a lightweight platform with traction elements and allows players to stay closer to the ground.

通過Nike Football+來掌控比賽 / Access to the elite through Nike Football+
Mercurial Vapor SuperFly II 讓消費者可以通過Nike Football+ 獲得前所未有的世界頂級球員，球隊和教練的培訓見解。每雙球靴帶有一個獨特的用戶密碼，可用於賽事中解開培訓秘密以及下一期在NikeFootball.com上Nike Football+的速度訓練內容。

The Mercurial Vapor SuperFly II also gives consumers unprecedented access to the training insights of the world’s top players, teams and coaches through Nike Football+. Each pair of boots comes with a unique user code that can be used to unlock trade secrets from inside the game and the next installment of Nike Football+, Master Speed training content on NikeFootball.com.

Nike Football+ 中「速度」的訓練內容包括了巴西隊的羅賓奴、法比安奴以及尼爾馬三位球星，將速度控制直接交到球員手中以及他們對賽事的準備。課程分為4個步驟：
• A PELADA – 無論是在街頭，海灘還是室內足球- 都可以訓練快速而又激烈的巴西足球。羅賓奴、法比安奴以及尼爾馬分享了他們的心得。
• BRASILERAO – 由巴西最富盛名俱樂部之一的哥連泰斯的教練以及球員共同演示4個訓練技術。羅賓奴、法比安奴以及尼爾馬也將分享他們在巴西第一家俱樂部的經歷。
• NA GRINGA – 最好的球員才能到歐洲 – 他們在歐洲學到了什麼，他們又是如何把自己訓練得更快更好？你將看到這些頂級球員們在歐洲經歷的不同比賽，也許你能有所體味並運用到你的比賽中去。

• A SELECAO – 巴西國家隊–世界上最好的球隊。深入場地去洞悉他們訓練的秘密、真諦。體驗U-17國家隊系統 的訓練課程，以及頂級巴西足球教練指導的三人訓練教程。

• The Nike Football + Master Speed program provides exclusive access to Brazil national team stars Robinho, Fabiano and Nilmar, putting the power of speed directly into footballers’ hands and their game day preparation. Four camps are available:
• A Pelada – Learn high-speed ways to practice fast, competitive Brazilian football.
• O Brasilerao – Meet the coaches and players of Brazil’s premier club, Corinthians. Experience four authentic drills with top club coaches.
• Na Gringa – Only the best Brazilians go to Europe. Get the inside track on the real difference between the continental games from the superstars who experience it – and apply it to your own game.
• A Selecao –Enter the top secret world of the Brazil National Team’s training hideaway in the mountains, Granja Comery. Experience squad drills and 3-man exercises with a top CBF coach.

作為Mercurial發佈活動的一部分，Nike Football+ 還特別推出了名為“Inside the Elite”的全新系列訓練視頻，特別向消費者提供與他們喜愛的運動員互動的機會。在每個視頻中，羅賓奴、馬斯查蘭奴以及伊巴謙莫域都會傳授自己的賽場心得。

Building on the Master Speed program, “Inside the Elite” is a new feature offering exclusive inside access to players. Athletes including Robinho, Javier Mascherano and Zlatan Ibrahimovic offer candid insights on their game and match preparation.

除了Nike Football+速度的訓練課程內容以外，足球愛好者們還有機會參加訓練課、體驗活動、以及球員見面會等活動。Nike Football+的全部內容也可以同時通過iPhone、iPod的iTunes®系統進行觀看。

Mercurial Vapor SuperFly II 將於2010年4月1日全球零售商及www.nikestore.com同步發售。有關Nike Football+，可瀏覽 www.nikesoccer.com。

In addition to these Nike Football+ Master Speed programs, footballers will have access to country-specific Nike Football+ activities like training sessions, trial events and player appearances. Nike Football+ is also available as an app for the iPhone and iPod Touch on iTunes®.

The Mercurial Vapor SuperFly II boot is available at retail globally and at www.nikestore.com from April 1st 2010. Nike Football+ can be accessed at www.nikesoccer.com.