Just came across this cool video which I believe premieres tonight in the NBA finals to launch, ‘Chosen’ the new surf doco for Nike’s official entry into the world of surf culture through their Nike 6.0 action sports brand. Fan the page and get access to the premiere. Will be interesting to see how Nike goes about entering surf culture so late in the game with such tribal brand following. Their first attempt at entering skateboard culture was a flop, it wasn’t until they created authentic associations with retailers and designers that they earned their cred. Am sure they’ve learnt their lesson. Eager to see how they go.