"The things we make are never for sale," he comments. These can include special CDs, DVDs, or LPs. "We use them for special promotions, although promotions wouldn't be quite the right word. We use these things to make sure that key influencers of sports and society are continuously inspired by Nike's view of the world and Nike's dedication to helping young talent. Through Nike, we are supporting young talent and giving them a place to express themselves."
In addition to giving the brand momentum, such campaigns accrue cultural capital for their creators. Presto advertisements tap into a social consciousness, as well as into a sports culture and a youth culture, establishing both Nike and Wieden+Kennedy as preeminent experts in these areas. The "Presto 1" campaign illustrates this concept well. The company's first pass at Presto involved the creation of an enhanced CD featuring five influential indie bands. "This campaign was in response to the whole 'indie' movement in youth culture–people playing indie sports, people leading an indie life, in the sense that they work toward a career that makes sense to them, not following the given path, the traditional path." For the print and outdoor advertising, Wieden+Kennedy asked musicians for an emotional response to the color of a given Presto shoe. In the second Presto campaign, Wieden+Kennedy engaged top DJs by featuring them in the advertising with a color bar over their mouths and the copy "Are you expressing?" on a special series of vinyl LPs. By finding the niche for a product and communicating culturally appropriate messages about that product, Wieden+Kennedy not only demonstrate their skill in these conventional agency acts but also associate their firm with cutting-edge culture.
Another project (not illustrated here) that Wieden+Kennedy produced for Nike, "Players Delight," was created to celebrate the 20th anniversary of the emergence of hip hop and the release of "Rapper's Delight." Jay notes that the album is still for sale on the Internet, from anywhere between $700 to $1,000 dollars, and is still being played in top clubs. "That campaign did not die. It lived on and on. One of the things we are trying to do is to break all these rules of the status quo about what advertising is. So often ad agencies, and clients, in particular, just want to know what's next. There's no longevity of thought and brand extension. This is our fourth or fifth Presto launch, and each had a very dynamic, different type of idea."