Nike MAG Video: Watch Kevin Durant Go "Back to the Future" for Nike's New Kicks
With the help of NBA superstar Kevin Durant, Saturday Night Live funnyman Bill Hader and, of course, Doc Brown, Nike is teaming up with the Michael J. Fox Foundation for Parkinson's Research for their "Back to the Future" campaign to "help make Parkinson's a thing from the past."
The sports apparel giant will auction off 1,500 pairs of the 2011 Nike MAG, a limited-edition shoe based on the ones Marty McFly wore in Back to the Future, the 1985 classic from Academy Award winner Robert Zemeckis. The net proceeds from the shoe auctions on eBay will benefit research to find a cure for Parkinson's disease.
In the Zemeckis-directed spot, the Durantula visits a Nike store at the Lone Pine Mall to find a new pair of shoes before the space-time continuum opens up before his unsuspecting eyes. Hader introduces KD to the Nike MAG, showing off their futuristic lights, which Hader claims can last up to four hours on a single charge.
Take that, smart phones!
To everyone's surprise, in comes Doc Brown, played once again by Christopher Lloyd, with a cloud of smoke trailing behind him, looking for "power laces," which Tinker Hatfield, Nike's famed shoe designer, informs him won't be available until 2015.
The Doc, realizing that his time machine has malfunctioned, quickly bolts the store and sets the flux capacitor for 2015, leaving behind a fiery blaze in the parking lot and a confused KD and Hader.
The spot is an entertaining homage, if a somewhat awkward and forced one, much like the shoe itself. More important, though, is the campaign's promotion of the fight against Parkinson's disease. Even if you think the shoes are obnoxious and cumbersome, be sure to stop by the Web site for the Michael J. Fox Foundation to learn more about how you can help to end Parkinson's for good.
