Adidas Travels to a Galaxy Far, Far Away with New Star Wars Collection
I originally wrote this blog post for Beyond Madison Avenue.
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In case you haven’t noticed, nerdy is the new sexy.
Don’t believe me? Just look at how much nerd culture has spilled over into mainstream society in the past decade. From movies (“The Dark Knight” showed superheroes could be serious, while James Cameron’s epic “Avatar” showed space opera is a billion-dollar genre) to video games (“Call of Duty: Modern Warfare 2″ recently eclipsed the $1 billion mark) to the widespread adoption of social media technology (if Facebook were a country, it would be the third-biggest country in the world), things traditionally associated with geeks have become mainstream.
The latest example comes courtesy of Adidas. Recently, the company rolled out the Star Wars Collection as part of its ongoing Originals series.
To kick off the campaign, which features a collection of pretty awesome “Star Wars”-themed shoes and apparel, Adidas put out a star-studded commercial featuring professional soccer player David Beckham, rapper Snoop Dog, and famed music group Daft Punk.
You can check out the commercial below.
While I don’t think the spot is particularly effective (What does stickball have to do with “Star Wars”?), I was impressed by the dance remix of “The Imperial March” and the mysterious appearance of Daft Punk at the end of the commercial.
What do you think? Would you buy anything in the Star Wars Collection? Personally, I’m digging those Luke Skywalker kicks.