Approximately two months ago 876radio.com broke the story about the Nike shoe deal with the then world's fastest man alive Asafa Powell (record has since been broken by Usain Bolt) and dancehall's bad boy Mavado, initially many doubted it's authenticity and were quick to dismiss it was just a mere hoax. However an official press release issued by Alliance Entertainment regarding the promotional campaign of the project quickly added some clarity.

According to the release Sportswear giant Nike has chosen Dancehall megastar Mavado to be a part of the largest consumer marketing campaign in the brands history.

Nike has commissioned Mavado to appear in an EPK (Electronic Promotional Kit) and make an original track to support the Jamaican efforts at the 2008 Olympics, starting 08.08.08 in China.

Whilst the project is part of a larger campaign that includes an original mix CD and an iTunes Asafa Powell Reggae mix, Mavados track, called Faster than a Bullet, is the only original music produced for the project. The fast-paced beat, produced by Shane Brown, provides the perfect soundbed for Mavados patriotic lyrics.

Mavado joins an illustrious list of music names that have collaborated with Nike, such as Nelly Furtado and Timabaland.

Footage for the EPK was directed by Ras Kassa and will be turned into a viral campaign via Nikes own websites and a myriad of other websites and blogs. Two edits will be made - 30 seconds and 5 minutes, and includes the former fastest man on the planet, Asafa Powell, meeting his musical hero Mavado.

Nike made a limited number of sneakers to help promote the campaign, which when leaked to the internet caused a frenzy, including people calling Nike to see if they will be made available at retail. Nike does not do endorsement deals with Entertainment personalities, just athletes, so they will remain as coveted limited edition sneakers.

Having Nike choose Jamaicas athletic superstar alongside one of Jamaicas biggest Dancehall stars is a huge statement, said Mavados manager Julian Jones-Griffith. Having the two of them representing Jamaica and one of the most recognized brands in the world on a global stage illustrates just how far Mavado has reached.




-- Edited by steppz at 11:25, 2008-07-19