http://mpora.com/videos/1zLjAdHXj Some of you may have seen this advert for Nike's The Chosen popping up online. There might also be a few of you who peeped it on the TV in the last couple of nights! Yes, our little sport has been featuring in a prime-time, big-budget extended TV promo that will surely have turned a few heads among those who don't ride.
Of course, it's not 'our little sport' anymore, and hasn't been for a while. This, along with the inclusion of slopestyle in the Winter Olympics, is the most recent proof. When it comes to a establishing a presence in snowboarding, Nike clearly mean business; Nicolas Müller, Halldor Helgason and our own Jamie Nicholls are among their ranks of sponsored riders, and their now-iconic black & orange stairset was lugged all over Europe last season. All this can't have been cheap - could this new advertising campaign be Nike's best shot at reaping some reward?
Oh, and it has to be said.... where are the skiers?! Even Moto-X gets its fair share of coverage in the ad, but our two-planked associates are nowhere to be seen. Whatever else you may think about Nike, you've got to give them props for that!