Street-style hits golf
Golf is one of those sports that has an exceedingly poor reputation for being stuffy, pompous, and generally inaccessible for anyone without oodles of money. However, Nike Golf are seeking to change that with their latest spot.
When the brand announced they were to stop making golf equipment back in August last year, most thought that this was a golfing retirement, a choice to focus on other areas of the sporting world. Nonetheless, since this announcement, Nike have upped the anti on their golf apparel, releasing a swathe of new garments that take a new direction for the modern-day golfer: they’re pushing it to the streets.
Capitalising on the current popularity of the street-style trend, their latest piece of content introduces us to The Cape Town Urban Golf Collective: a group of stylish South Africans who opt to play golf in an urban setting, constantly searching for the most innovative, off-the-beaten-track place to play. With a quintessentially Nike voiceover (punchy, cutting, well-written), the ad paints a whole different portrait of golf. In the two-minute clip, golf is cool, street, more than a sport, it’s a way of life for this bunch of players, it’s about freedom and creativity. They celebrate “the imperfect swing that still feels perfect” and play by their own rules. Set to a grungy, underground soundtrack and beautifully filmed (with a purposefully disjointed, edgy aesthetic), the ad is superb, bringing golf into the modern day.
Check it out here or watch the link below.
When the brand announced they were to stop making golf equipment back in August last year, most thought that this was a golfing retirement, a choice to focus on other areas of the sporting world. Nonetheless, since this announcement, Nike have upped the anti on their golf apparel, releasing a swathe of new garments that take a new direction for the modern-day golfer: they’re pushing it to the streets.
Capitalising on the current popularity of the street-style trend, their latest piece of content introduces us to The Cape Town Urban Golf Collective: a group of stylish South Africans who opt to play golf in an urban setting, constantly searching for the most innovative, off-the-beaten-track place to play. With a quintessentially Nike voiceover (punchy, cutting, well-written), the ad paints a whole different portrait of golf. In the two-minute clip, golf is cool, street, more than a sport, it’s a way of life for this bunch of players, it’s about freedom and creativity. They celebrate “the imperfect swing that still feels perfect” and play by their own rules. Set to a grungy, underground soundtrack and beautifully filmed (with a purposefully disjointed, edgy aesthetic), the ad is superb, bringing golf into the modern day.
Check it out here or watch the link below.
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