This is what Nike is all about, and what other brands need to take notice from. Nike combine the talent of professional sportsmen to put on an event that is watched by the immediate community, but is then shared around the world for all to watch. It is this knowledge of their target audience and the skill to produce what they want to see that puts Nike up with the top brands in the world.
In their latest project, for their 6.0 department, they decided to covert Dagenham's local swimming pool into a skatepark and they get some very, very good BMXers to rip it up. Seriously some of the tricks are insane. Watch.
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