Culture matters and you can't create effective or meaningful advertising without understanding and being part of the culture. Advertising is the part of the cultural discourse we, people are having both on conscious and unconscious levels.
Nike has proved once more that they do understand it and used the fresh story telling to commemorate the 25th year anniversary of Nike's Air Force 1. Kanye West, Nas, Rakim and KRS-One perform a new, 
Rick Rubin-produced original song (remixed by Premier).
The Air Force 1 sneaker isn't just whatsoever shoe, after being released in 1982, it has become a staple of fashion amongst Hip-Hop'ers and some like Nelly's sang about it ( "Air Force One's.").
Read more about Nike commissioning the song in honor of its Air Force One her.
Who would need traditional advertising after such an impressive concepts? :-)
Tags: nike, culture, hip hop, air force one
