Cannes Lions
WIEDEN+KENNEDY, Portland / NIKE / 2010
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Everybody in the category talks about the protective value of the padding. To us that is a victim mentality, let’s make Pro Combat the baselayer that the guy that hit you is wearing, to make it an offensive weapon, and bring the unique iconic patterning of the product front and centre. This product transforms you mentally, when it’s on, you’re on. Man becomes his alter ego, the athlete. The beast.
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