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Posts Tagged ‘Alexandra Lawn’

Nike+, Music Run UK Pop Star

From agency AKQA and prodco The Cartel comes a new spot for Nike+, starring young UK pop sensation Ellie Goulding and a remix of her debut single, “Under the Sheets.” Maybe I’m just a little old-fashioned with my exercise regimen, but are people actually jogging to dubstep remixes these days?

The spot follows Goulding during an international tour that makes stops in London, New York and Los Angeles, tracking her route using Nike+ and iPod technology. Similar to LCD Soundsystem’s 2006 opus for Nike and iTunes, “45:33,” Goulding is releasing a 30-minute mixtape called “Run into the Light,” now available exclusively on iTunes. As we’re told in the announce, the mixtape “works seamlessly as a 30-minute running aid, with peaks and troughs that sync perfectly into the rhythm of a run to help inspire the listener to run better than ever before.”

This spot also seemed somewhat familiar to us, at least in concept,  as it looks like an in-house project from Nike Sportswear we saw last Novemember that documented the workout of Brooklyn resident and Ra Ra Riot cellist, Alexandra Lawn. Maybe it’s just the use of an attractive young female musician jogging around an urban environment, but we can imagine Nike+ seeing the Sportswear spot and telling AKQA, “Do something like that,” to which AKQA responded, “We’ll do better.” Credits after the jump.

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Nike Uses Indie Rockers Ra Ra Riot to Sell Running Gear

As it turns out, vintage Nike Dunks may not be the only hipster-approved item of clothing from the sportswear giant. Believe it or not, LeBron James addressing a free agency controversy with Don Johnson at his side might not convince the Williamsburg elite that they need to get in shape or ironically play basketball for the first time since junior high.

But, not everyone can have the body of a fauxhemian by going vegan or choosing anorexia. Some do it by exercising (woah). Just look at Ra Ra Riot cellist, Alexandra Lawn. If you’ve ever had the opportunity to be at an event like South by Southwest where Ms. Lawn partakes in a free buffet before her band takes the stage, you’ll see her surrounded by legions of bespectacled skinny jeans wearing altbros, discussing in low whispers whether or not she’d speak to them if they approached her. It’s the truth. This girl is treated like a goddess wherever she goes, and that’s in part thanks to Nike’s urban running apparel.

So, next time you think of exercising as “uncool” or not something a rock star like yourself cannot in good conscience adhere to, think of Ms. Lawn and her bandmate Rebecca Zeller. Think of how they’re loved.

Update: W+K says it’s not responsible for this particular ad. Perhaps it was an in-house joint, then?