Nike follows the viral rule book: Blue Lobster SB Dunk?

concepts nike lobster dunk

Nike usually does some impressive work across the board. This time around, it’s no different.

Nike SB blue lobster dunk Concept

The posters, signs, and wall pastings started showing up around Boston last week. Then the blog chronicling the dangers of this hazardous blue lobster showed up, complete with some fairly impressively produced video clips, and the usual smattering of viral-style clips like this one:

Then today, Boston skateshop Concepts announced the release of a limited edition shoe, the Nike SB Dunk Low “Blue Lobster.”

Lobster DunkLast summer, the original Concepts Lobster Dunk made quite a splash, without quite this much Nike/Concepts hype.

While a cool concept (no pun intended), it seems a bit overhyped, a bit over-viraled, if you will. And to go from first viral leak to final announcement of the shoe drop in less than 2 weeks feels a bit rushed. They’re still releasing viral concept videos after already announcing the shoe… just seems a bit rushed and not fully put together. The blog is just a simple wordpress blog (not that there’s anything wrong with that… just look at this blog) and a few clicks lead to logos of both the skateshop and Nike SB. Not that I’m not looking forward to the shoe… it should be an interesting drop. It just seems like a ton of faux viral hype that doesn’t really do all that much.

Viral is definitely being pushed, and evolving. or at least being utilized more frequently. evolution may be questionable.

And full detail on the shoe over at real Concepts blog.

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One response to “Nike follows the viral rule book: Blue Lobster SB Dunk?

  1. Yes, a super campaign that gets attention. Nike is often so inventive and their creativity get attention and results. Here is a very creative approach which recently won numerous marekting /advertising awards in Canada for the HELP CHILD SOLDIERS campaign which also uses wild postings, and viral videos, as well as TV ( just a little donated media time) and PR to get the message out. See a info at http://mktgcliks.blogspot.com/2009/06/marketing-awards-war-child-canada.html/

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