Nike Football Plans To Dominate All Dimensions With OBJ, Saquon, Khalil
Sunday, June 2, 2019 at 09:24PM in Ad Campaigns, NFL, Nike Football, Odell Beckham Jr., Saquon Barkley, sports marketing

By Barry Janoff

May 31, 2019: Cleveland Browns wide receiver Odell Beckham Jr., New York Giants running back Saquon Barkley and Chicago Bears linebacker Khalil Mack star in a new campaign from Nike Football, “Dominate All Dimensions,” which takes football and marketing into a new realm.

With Beckham as part of the lead players, there is plenty of payback for his recent NFL turn of events.

And with the pounding music of "Sicko Mode” from Travis Scott (featuring Drake), the extended 60-second spot plays the field in a eclectic manner.

The ostentatious Beckham Jr. is seen as the Statue of Liberty, but poised in his iconic one-handed catch stance (as the torch turns into a football) while overlooking the New York skyline, wearing the Giants jersey he had from 2014-18, when he was a three-time Pro Bowler.

As fireworks burst around him, the constrictive statue and his jersey break apart — and Beckham Jr. literally breaks free — to reveal his new uniform with the Browns.

He lands in FirstEnergy Stadium, the Browns home venue, where he recreates an iconic move from former Cleveland Cavaliers star LeBron James, who would cover his hands with talcum powder before entering a game and clap them together, creating a huge cloud.

Barkley, Beckham Jr.’s now former Giants teammate, is seen traversing the Empire State Building and other New York skyscrapers as if he was Spider-Man, eventually landing in MetLife Stadium, home for the Giants (and New York Jets).

The scene then cuts to the locker room for the Bears, where a real bear morphs into Mack, who bursts through a wall and onto Soldier Field.

(See the full spot here.)

In addition to supporting the trio of players, the campaign puts a spotlight on such new Nike Football cleats as Vapor Untouchable 3, Nike Force Savage Elite 2 and the Nike Alpha Menace Elite 2.

With TV, the effort includes digital and social media. It comes with the tag, ”Take your game to another dimension.”

The effort should have a substantial impact on social media, where Beckahm Jr. has more than 1.4 million followers on Facebook and nearly 4 million on Twitter.

Among the lyrics from “Sicko Mode” that drive the campaign:

"Sun is down, freezin' cold
That's how we already know winter's here
Gone on you with the pick and roll
Young LaFlame, he in sicko mode.

"Woo, made this here with all the ice on in the booth
At the gate outside, when they pull up, they get me loose
Yeah, Jump Out boys, that's Nike boys, hoppin' out coupes
This shit way too big, when we pull up give me the loot.

"Jesus Christ (yeah), checks over stripes (yeah)
That's what I like (yeah), that's what we like (yeah)
Lost my respect, you not a threat."

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