It’s just a cool music video with some very cool effects (watch Janoski erase a no skateboarding sign and move concrete slabs)…and spectacular skateboarding, built around one of Nike Skateboarding’s ambassadors, Stefan Janoski.
The ad will probably be hugely successful.
In 2002, Nike made its second, and more successful attempt to colonise the skateboarding market. Stefan Janoski joined the skateboarding team it formed shortly after.
In December 2011, Janoski became one of the first skateboarders to be features in its (then) new series of skateboarder profiles, the SB Chronicles, that is still running today.
Janoski has had his own range of performance sneakers since 2013.
The new three minute film, directed by Hoffman Bros, lets viewers see the world through the eyes of the pro skateboarder. Through Janoski’s eyes, everything in the world is a potential skate space. Right at the end you find out that the film is an ad for Nike SB’s Stefan Janoski Hyperfeel shoe.
By which time, the film has done its magic.
It is running online – and ran on Fox Sports 1 during the Street League Skateboarding Nike SB World Tour the first weekend of July.
