air max 90 premium Nike Makes Light of the Famous World Cup Head Butt

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LONDON, Sept. 24 It was the head butt felt around the world, and it is still reverberating, at least in the realm of marketing.

When Zinédine Zidane, the French soccer star, leveled an Italian defender, Marco Materazzi, with a blow to the chest during the World Cup final in July, the incident nearly overshadowed Italy’s victory over France. Now, in celebrating their soccer superiority, some Italians, and their sponsor, Nike, are taking a few jabs at the French.

A Nike advertising campaign set to appear next month in Italy features stars of the World Cup winning team like Fabio Cannavaro, Andrea Pirlo and Mr. Materazzi the victim or villain of the Zidane incident, depending on your soccer allegiance.

Print ads, done in the style of classic Italian advertising posters of the 1940’s, 50’s and 60’s, depict Nike sponsored players in mock versions of iconic Italian products.

Another poster makes a more pointed reference to the most discussed event of that evening in Berlin, depicting Mr. Materazzi in the shape of an armoire, as a stylized representation of a fictional furniture brand called “Armadi Materazzi.” Its slogan: “Solidit mondiale testata a prova di testate” (“World class solidity, proven to be head butt proof”). Milan, many Italians want to look to the national team as a source of pride. While such sentiment has sometimes been harnessed by political elements in Italy, Mr. Cavallone said that the campaign was an effort to restore pride in the team to what he saw as a more appropriate playing field.

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“A lot of people in Italy don’t say ‘Forza Italia’ at football matches anymore,” Mr. Cavallone said, since the previous government of Prime Minister Silvio Berlusconi adopted the “Go, Italy” cheer as the name of his political party.

The campaign, which ostensibly promotes a new line of Nike soccer shoes yes, made in Italy will also include television spots. While Mr. Cavallone said there were no plans to run the ads outside Italy, Azzurri fans elsewhere will be able to view and order the posters on the Internet, he added.

Web users can also watch a “viral” advertisement that further milks the Materazzi Zidane incident. The video, created by the London office of the Nitro Group advertising agency, shows Mr. Materazzi rebuffing a series of attacks on his chest from a bowling ball, an American football player, even a racing pickup truck, before waving his arm in dismissal after dodging a wrecking ball.
air max 90 premium Nike Makes Light of the Famous World Cup Head Butt

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