Nike is celebrating the 25th anniversary of its Air Force One model. for this occasion they are going to produce a limited version of the shoes made by Italian craftsman. 
That's the great example of challenging the conventions - the street footwear, so ordinary but turned into the high quality item by Italian hands. It is almost like Manolo Blahnik in sports shoes category. Nike works further for getting more authenticity and personality into their brand. Great and successful strategy.
Not many other brands are so daring to redefine their category conventions, set the things up on the head. It is not so hard when you clever enough to hit the right spot. The reward is huge - lot of hype and the feel of authenticity.
Found at Influx
Tags: branding, Nike, Italian craftsman
