Here’s an update on the reported collaboration between Nike and controversial Dancehall artist Mavado.
After First released the story, a lot of people doubted the authenticity of the claim but here’s a press statement from Alliance Entertainment on the limited edition shoe which is being released as part of a promotion for the upcoming Olympics in China.
May 29, 2008
Sportswear giant Nike has chosen Dancehall megastar Mavado to be a part of the largest consumer marketing campaign in the brand’s history.
Nike has commissioned Mavado to appear in an EPK (Electronic Promotional Kit) and make an original track to support the Jamaican efforts at the 2008 Olympics, starting 08.08.08 in China.
Whilst the project is part of a larger campaign that includes an original mix CD and an iTunes Asafa Powell Reggae mix, Mavado’s track, called “Faster than a Bullet,” is the only original music produced for the project. The fast-paced beat, produced by Shane Brown, provides the perfect soundbed for Mavado’s patriotic lyrics.
Mavado joins an illustrious list of music names that have collaborated with Nike, such as Nelly Furtado and Timabaland.
Footage for the EPK was directed by Ras Kassa and will be turned into a viral campaign via Nike’s own websites and a myriad of other websites and blogs. Two edits will be made – 30 seconds and 5 minutes, and includes the fastest man on the planet, Asafa Powell, meeting his musical hero Mavado.
Nike made a limited number of sneakers to help promote the campaign, which when leaked to the internet caused a frenzy, including people calling Nike to see if they will be made available at retail. Nike does not do endorsement deals with Entertainment personalities, just athletes, so they will remain as coveted limited edition sneakers.
“Having Nike choose Jamaica’s athletic superstar alongside one of Jamaica’s biggest Dancehall stars is a huge statement,” said Mavado’s manager Julian Jones-Griffith. “Having the two of them representing Jamaica and the one of the most recognized brands in the world on a global stage illustrates just how far Mavado has reached.”
– ALLIANCE ENTERTAINMENT