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Wednesday, September 30, 2009

So Nike moves into movies?

More Than A Game focuses on LeBron James and his high school team’s championship title run. Director Kristopher Belman was able to tag along that year with full access to the team resulting in a trailer that looks like Hoop Dreams on steroids. As evidenced by some of the camera work and visual transitions at work here, docs have definitely upped their game in the last decade or so.

But the real story to me besides LeBron is what sure looks like Nike’s foray into film, in conjunction with record label Interscope. While still a Lionsgate production, Nike is listed as a promotional partner. It’s a logical move for them.

Most of their spots already use world-class directors who make what amount to trailers for any number of sports-themed stories. This is just an extension of that dreaded phrase branded entertainment, and Nike sure looks like they nailed it—again.

For its part, Interscope gets to call on one of its top artists Mary J. Blige for the accompanying single “Stronger.” Check out the fully-integrated site with more background on the film including a theater locater for the Oct. 2 opening. (The only negative thing here is the long load time of the site though.)

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