Just do it. Revolution. Bo knows. I am not a role model. It’s gotta be the shoes. Believe in something, even if it means sacrificing everything…. these are amongst the most powerful slogans coined by the world’s biggest sport brands – NIKE, which this year celebrates 50 years since its inception.
Over the past 50 years, the Oregon-based company has pushed the boundaries within sport, enabling some of history’s best athletes to break personal and world bests. The celebration centres around 50 ‘works in progress’, from the past and the future, that changed the world (of sports) forever. The campaign leads with the slogan, ‘We Are Never Done’, which expresses how we should all constantly work to improve ourselves and beat our personal best.
To NIKE, irrespective of your fitness level, “If you have a body, you are an athlete”, as the brand’s founder Bill Bowerman famously stated. This motto cascades through all facets of the brand and its organization, roping in a diverse range of employees from different backgrounds whilst offering customers a myriad of footwear and sportwear option – be it for the gym, court, pitch, and whatever lifestyle they lead.
The first NIKE shoe was sold in Malta in 1987, Hudson’s then sub-company Time International (Sport) Ltd., with the first shipment selling out in a matter of a week. The rest is history and Hudson now proudly represents NIKE in over 34 African countries, a contract which was reconfirmed in 2018. The brand reaches these destinations through a purposely designed and built a distribution centre in Hal Far Malta which spans a total area of 5,000 sqm. The project bolsters the company’s services towards the brands it represents in Africa – bringing Fashion and Sport closer to the continent.
The distribution centre welcomes products from Asia and Europe, intended to be shipped to over 20 countries in Africa – acting as the optimal midpoint between international brands and in-country retailers. Strategically positioned in the centre of the Mediterranean, Malta lies between Southern Europe and North Africa. This centre is located in the south of the island, just a stone’s throw away from the country’s international airport and freeport.
Utilising the brand’s iconic slogan, NIKE has kicked off the celebration with its ‘Seen it All’ advert featuring Spike Lee, reprising his role as Mars Blackmon, which is the character he played in both his first film, She’s Gotta Have It, and in a series of spots since 1988. Lee, as Blackmon, waxes poetic on some of the most epic sports moments and legendary athletes in Nike’s history. The advert also runs through more than 40 stars and moments, from Steve Prefontaine and Jordan, Ronaldinho and Serena Williams, Kobe and LeBron, Naomi Osaka and Sue Bird.
As part of its 50th anniversary, NIKE has also launched an interactive site as part of its 50th anniversary celebration on swoosh.nike.
NIKE in Malta will be marking this special anniversary with a range of classes which include:
23rd May – HIIT class with Leanne Bartolo at Warehouse, Msida
29th May – AS Libertas 5K run (Mosta)
11th June – Trail run with Zak Farrugia at Riviera Beach
12th June – Bulletproof Hornblower event
13th June – Freestyle Dance off (hip hop) with Cheryl Lofreda x Concept of Movement
19th June – Yoga day (more details to follow)
These events extend within our different territories namely Algeria and Morocco.
In Algeria, besides a series of in-store activations, a Nike Training Club session by Yousra Bouhouche will take place together with a running session as well as a a Yoga event in celebration of World Yoga Day. Digital content will feature Waffle x Mayalyna, Peg x Hichem with special unboxing and stories on Instagram.
Meanwhile in Morocco, a digital informative capsule featuring trainers Benijhicham and runners Alam & Badr in the form of inspirational vidoes will be shared on social media. The capsules will promote the latest Nike shoes including Metcon, Superrep 2, ZoomX, ZoomAir and React, and will serve as a build-up towards a Nike Training Club and Nike Running Club challenge on 26th June. The event will include a 5km run as well as a 50 minute training session. World Yoga day will also be celebrated in this country by means of a free Yoga session on 21st June.
Malta’s official NIKE store is located at The Point Shopping Complex. Spanning an area of 350sqm, the store offers a selection of NIKE best-sellers and essential Running, Training and Sportwear product. Through Hudson, NIKE has 5 NIKE stores in Morocco as well as 3 stores in Algeria. Other stores in Kenya and Nigeria are also being developed. Hudson also distributes in over 34 African countries as mentioned above.
The design in each store, inspired by the brand’s global heartbeat, presents a fusion of contemporary interiors which include wood and metal textures.