Swoosh, They Did It Again


Now that most sports arenas and events have been tagged by sponsors, what else is left to brand for the mobile and hip transnational corporation? Always a pioneer in PR, Nike has uncovered a yet untapped frontier for name placement: the historic squares of urban Europe. The first location for Nike's new campaign is Vienna's Karlsplatz, now known as 'Nikeplatz.' In order to promote the Nike lifestyle to the Viennese public, a seductive 'Info Box' has been installed in the square. There, visitors can learn about the 18 m high monumental swoosh to be built on the square (soon) and the commemorative Turbulence III sneaker (both in celebration of Nikeplatz). Part of a campaign named 'Nikeground,' Nikeplatz is just the first of many international cities that will be upgraded to a Nike City. OK, in case you are filled with dread and fear, you can relax: Nikeground is actually a new project by the always provocative European art group 0100101110101101.ORG in cooperation with Vienna's Public Netbase. But, I bet Phil Knight is thinking... -Ryan Griffis