First Air Miles, Then United Airlines; Now Nike’s Putting On Airs?

Nike Kiss My Airs
Via your classmate Sebastien
On my way to class, I saw the above Nike advertisement displayed on a TTC bus shelter.  I knew that I had to take a picture of it even though I did not realize yet that it was going to be the topic of a blog post! 
KISS MY AIRS! Isn’t that rude? Why put the word air in plural anyway? Is it so that the word finishes with an –S (as the word usually in this phrase) or is it that the ads are talking about both shoes?  
Nike tried to “cleverly” modify a common expression to associate it with its Air brand of shoes. Did it work? I am not too sure. Some might see the result as witty; I would rather label it as corny. Regardless the way you perceive it, I believe that the ads do not fit Nike brand identity and image.
Nike is usually recognized as inspirational. Its spokespeople are athletic, focused, determined, and hard-workers. They are filled with a motivation to better and surpass themselves, but they are never arrogant about it. Nike is about one competing against oneself; it has nothing to do with others. This is the personality that I attribute to Nike. Its slogan expresses this attitude; no excuses, “Just do it”!
“Kiss my airs” would better fit a company with a slogan such as “Just beat them!”
Is “Kiss My air” witty? Perhaps. Does it fit Nike’s brand? I do not believe so.

2 thoughts on “First Air Miles, Then United Airlines; Now Nike’s Putting On Airs?

  1. Saba Lehoux

    I searched for quite some time to find the exact word to describe this Nike advertisement. I settled for the word witty even though I was now convince that it was the right word. Since publication, I came to like the word edgy. Again, regardless of the word used; edgy, witty, corny or anything else, as a matter of fact, the conclusion remains the same. – No fit!

  2. Vito De Filippis

    I agree with Saba that this slogan is meant to be edgy – probably to appeal to a a young cynical audience. After some googling, I found that the face of this campaign is K-Pop star G-Dragon. What part of Toronto did you see this in? Is it possible that the neighbourhood is inhabited by young people who love Korean Pop music? If so it probably lands well with their target market.


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