An Interview with Nike’s Phil Knight
We’ve created lots of new categories under the Nike brand, everything from cross-training and water sports to outdoors and walking. But what’s interesting is that we’ve sliced up some of the categories themselves.
Take basketball. Air Jordan had two great years, and then it fell on its face. So we started asking ourselves, are we trying to stretch Air Jordan too far? Is Air Jordan 70% of basketball? Or is it 25% of basketball? As we thought about it, we realized that there are different styles of playing basketball. Not every great player has the style of Michael Jordan, and if we tried to make Air Jordan appeal to everyone, it would lose its meaning. We had to slice up basketball itself.
Two new segments came out of that: Force, which is represented by David Robinson and Charles Barkley, and Flight, represented by Scottie Pippin. Force shoes are more stable and better suited to the aggressive, muscular styles of David Robinson and Charles Barkley.
Whenever someone talks about Nike basketball, they think of Air Jordan. But we actually have those three distinct segments, Air Jordan, Flight, and Force, each with its own brand—or sub-brand, really. Each has great athletes representing it, a complete product line, shoes and clothes that are tied together. Instead of one big glop, we have the number one, the number two, and the number four brands of basketball shoes.
What other categories have you sliced up?
Tennis is another good example. We have a very focused category that has been built around the personalities of John McEnroe and Andre Agassi. We created the Challenge Court Collection—very young, very anti-country club, very rebellious—and we became the number one selling tennis category in the world. Nevertheless, we were ignoring 75% of the tennis players out there because most tennis players are a little more conservative than John and Andre.
Have you exhausted the list of things that fit under the Nike umbrella?
Actually, we’re now pushing the limits of the Nike brand by going into fitness. The core consumer in fitness is a little different from the core consumer in sports. Fitness activities tend to be individual pursuits—things like hiking, bicycling, weight-lifting, and wind surfing. And even within the fitness category, there are important differences. We found that men do fitness activities because they want to be stronger or live longer or get their heart rate or blood pressure down. Their objectives are rather limited. But women do it as sort of a self-actualization thing, as part of the whole package of what they’re about.
I’m confident that the brand can encompass both the performance-oriented message and the fitness message over the next year and a half, but we’ll have to be careful after that. Given enough time, the messages will probably diverge, and we’ll be in danger of blurring Nike’s identity. But it won’t be the same as casual shoes because this time we’ll see it coming and we’ll deal with it.
Is Nike’s concept of brand building confined to sports and fitness?
The lessons we’ve learned about brand identity and focus can take us in many directions. The key is to create separate umbrellas for things that aren’t part of the Nike brand. Knowing what happened in casual shoes, you probably wouldn’t think we’d have anything to do with dress shoes. But in 1988, we acquired Cole-Haan, a maker of dress shoes and accessories. Cole-Haan is part of Nike, Inc., but it’s completely separate from the Nike brand.
Actually, we think of Cole-Haan as half a brand because only sophisticated consumers know what it is; it hasn’t yet achieved critical mass.
We’ve been talking about brand building. Isn’t TV advertising a big part of that?
Today it’s a very important part. In fact, when people talk about Nike, the TV ads are practically all they want to talk about. But we became a billion dollar company without television. For years, we just got the shoes out there on the athletes and ran a limited number of print ads in specialized magazines like 
Our first TV campaign was for Visible Air, which was a line of shoes with transparent material along the midsole so consumers could see the air-cushioning technology. Having gone through the painful experience of laying people off and cutting overhead in the mid-1980s, we wanted the message about our new line of shoes to hit with a punch, and that really dictated TV advertising.
The Visible Air launch was a critical moment for a couple of reasons. Until then, we really didn’t know if we could be a big company and still have people work closely together. Visible Air was a hugely complex product whose components were made in three different countries, and nobody knew if it would come together. Production, marketing, and sales were all fighting with each other, and we were using TV advertising for the first time. There was tension all the way around.
We launched the product with the Revolution campaign, using the Beatles song. We wanted to communicate not just a radical departure in shoes but a revolution in the way Americans felt about fitness, exercise, and wellness.
Did TV change the character or image your company projected?
Not really, because our basic beliefs about advertising didn’t change. We’ve always believed that to succeed with the consumer, you have to wake him up. He’s not going to walk in and buy the same stuff he always has or listen to the same thing he’s always heard. There are 50 different competitors in the athletic shoe business. If you do the same thing you’ve done before or that somebody else is doing, you won’t last more than one or two seasons.
And from the beginning, we’ve tried to create an emotional tie with the consumer. Why do people get married—or do anything? Because of emotional ties. That’s what builds long-term relationships with the consumer, and that’s what our campaigns are about. That approach distinguishes us from a lot of other companies, including Reebok. Their campaigns aren’t always bad—their Air-Out Jordan campaign last year worked well—but it’s very transaction oriented.
Our advertising tries to link consumers to the Nike brand through the emotions of sports and fitness. We show competition, determination, achievement, fun, and even the spiritual rewards of participating in those activities.
How do you wake up the consumer?
By doing new things. Innovation is part of our heritage, but it also happens to be good marketing. You can probably trace it back to the 1960s, when we were selling $100,000 a year instead of $1 billion. We saw the company as having a great competitive advantage because we had a great product at a great price. And it worked a little bit. But what really made things pop was when we innovated with the product. That’s when we said, “aha!”
We’d have a hard time stopping innovation in the product area, but we’ve consciously tried to be innovative in all areas of the business, and right now that means advertising. We need a way of making sure people hear our message through all the clutter. In 24 words or less, that means innovative advertising—but innovative in a way that captures the athletes’ true nature.
Of course, trying to wake people up can be risky, especially since we generally don’t pre-test our ads. We test the concepts beforehand, but we believe that the only way to know if an ad works is to run it and gauge the response. So we get nervous when we’re ready to go to press, and then we wait and see if the phone rings. If the phone rings, that’s usually good. Although some of the calls will be negative, complaints tend to be in the great minority. Besides, we’re always prepared for some criticism because somebody will be offended no matter what we do. We don’t let that hold us back. Our basic philosophy is the same throughout the business: take a chance and learn from it.
Nike’s advertising has been so successful that it’s hard to think of it as being risky. What are some of the risks?
The Hare Jordan, Air Jordan commercial that aired during the 1992 Super Bowl represented a big risk from both a financial and a marketing standpoint.
It showed Michael Jordan teaming up on the basketball court with Bugs Bunny. We invested in six months’ worth of drawings and a million dollars in production costs to show Michael Jordan, probably the most visible representative of Nike, paired with a cartoon character. It could have been too silly or just plain dumb. But we got thousands of positive responses, and USA Today ranked it the best Super Bowl ad. The only criticism we got was from the National Stutterers Association for using Porky Pig at the end.
Humor is always a risky business. Take our advertising to women. We produced some ads in 1987 that we thought were very funny but many women found insulting. They were too hard edged. We got so many complaints that we spent three or four years trying to understand what motivates women to participate in sports and fitness. We did numerous focus groups and spent hundreds of hours on tennis courts, in gyms, and at aerobics studios listening to women.
Those efforts paid off in our recent Dialogue campaign, which is a print campaign that is very personal.
The text and images try to empathize and inspire. One ad explores a woman’s relationship with her mother; another touches on the emotions of a girl in physical education class. Even there it was risky to use such an intimate voice in the ads, but it worked. The newest ads broke in February, and within eight weeks we had received more than 50,000 calls on our “800” number praising the ads and asking for reprints.
But things don’t always come together. The campaign to launch the Air 180 running shoe comes to mind. The advertising agency was working with seven directors from around the world and trying to translate words into all those different languages. In the end, we used no words, just images of various kinds. One ad showed a spaceship zooming in on a Waffle Trainer outsole. Another showed cartoon characters bouncing on the shoe to demonstrate the cushioning. When we looked at the ad a month before its Super Bowl launch, it seemed fragmented and almost goofy. Some people thought we could fine-tune it, but others, including me, didn’t want to use it at all.
It was neither animal nor vegetable. So we ran a Nike general purpose ad, which was safe but somewhat boring. If the competition had had terrific ads, we’d have been hurt quite a bit. We used the Air 180 ads later that spring, but they didn’t have the impact we were after.
How do Nike’s TV ads create emotional ties with the buying public?
You have to be creative, but what really matters in the long run is that the message means something. That’s why you have to start with a good product. You can’t create an emotional tie to a bad product because it’s not honest. It doesn’t have any meaning, and people will find that out eventually. You have to convey what the company is really all about, what it is that Nike is really trying to do.
That’s something Wieden & Kennedy, our advertising agency, is very good at. Lots of people say Nike is successful because our ad agency is so good, but isn’t it funny that the agency had been around for 20 years and nobody had ever heard of it? It’s not just that they’re creative.
What makes Wieden & Kennedy successful with Nike is that they take the time to grind it out. They spend countless hours trying to figure out what the product is, what the message is, what the theme is, what the athletes are all about, what emotion is involved. They try to extract something that’s meaningful, an honest message that is true to who we are. And we’re very open to that way of working, so the chemistry is good.
People at Nike believe in the power of emotion because we feel it ourselves. A while ago there was a book published about Nike, and one person who reviewed it said he was amazed that a group of intelligent, talented people could exert so much passion, imagination, and sweat over pieces of plastic and rubber. To me, it’s amazing that anyone would think it’s amazing. I can’t say I would be that passionate about cigarettes and beer, but that’s why I’m not doing cigarettes and beer.
What’s the advantage of using famous athletes in your advertising?
It saves us a lot of time.
Sports is at the heart of American culture, so a lot of emotion already exists around it. Emotions are always hard to explain, but there’s something inspirational about watching athletes push the limits of performance. You can’t explain much in 60 seconds, but when you show Michael Jordan, you don’t have to. People already know a lot about him. It’s that simple.
The trick is to get athletes who not only can win but can stir up emotion. We want someone the public is going to love or hate, not just the leading scorer. Jack Nicklaus was a better golfer than Arnold Palmer, but Palmer was the better endorsement because of his personality.
To create a lasting emotional tie with consumers, we use the athletes repeatedly throughout their careers and present them as whole people. So consumers feel that they know them. It’s not just Charles Barkley saying buy Nike shoes, it’s seeing who Charles Barkley is—and knowing that he’s going to punch you in the nose. We take the time to understand our athletes, and we have to build long-term relationships with them.
Those relationships go beyond any financial transactions. John McEnroe and Joan Benoit wear our shoes everyday, but it’s not the contract. We like them and they like us. We win their hearts as well as their feet.
Admittedly, it’s a little harder to get the public to identify with athletes in the area of fitness. When you’re selling football shoes, you know what your emotion is and who your guys are. When you’re selling shoes for hiking and aerobics, it’s a different deal. There are no Super Bowl winners, so there are no obvious personalities to represent the activity, which leads to an entirely different type of advertising. We still convey emotion, but we do it on a much more personal level.
What if a Nike athlete does something illegal or socially unacceptable?
There’s always a chance that somebody will get into drugs or do something like Mike Tyson did. But if you do your scouting well, you can avoid a lot of those situations. Three or four years ago we were recruiting two very exciting college basketball players, but before we signed them we checked with our network of college coaches.
We learned that one of them had a cocaine problem and the other could only play good offensive ball with his back to the basket. Needless to say, we didn’t sign either of them, and both of them were a bust in the NBA.
Is social responsibility part of being a marketing-oriented company?
I’ve always believed that businesses should be good citizens, which has nothing to do with marketing. But the thing I was missing until recently is the issue of visibility—and that is tied to marketing. It’s not enough to do good things. You have to let people know what you’re doing. And that means having good relations with the press. When it comes to the product, America gets its opinions from advertising. When it comes to Nike as a whole, America gets its opinions from the press.
Our industry, and Nike in particular, gets a lot more press than many others because it’s more fun to talk about us than about a company that makes widgets. On the one hand, we don’t mind the attention; we like getting our name in the press.
But on the other hand, the company usually gets treated in a superficial, lighthearted way, which is not what we’re all about. Nike is not about going to a ball game. It’s a business. People don’t always realize that we take things seriously. So we’re learning to explain ourselves better.
We can’t make rules that keep drug dealers from wearing our stuff, and we can’t solve the problems of the inner city, but we sponsor a lot of sports clinics for youth. And we’re underwriting a series called Ghostwriting that the Children’s Television Workshop is developing to teach kids how to read and write. We’re doing it because we think it’s the right thing to do, but we also want the visibility.
Is the shift to being marketing oriented an industrywide trend?
We can see now that the entire industry has gone through a major shift. But I’m happy to say that we pretty much led the charge by being first to understand the importance of the brand and the consumer. If we hadn’t made that discovery, someone else would have, and we might have been out of business.
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Dive Brief:- Nike will require all office-based employees in the U.S. to be fully vaccinated against COVID-19 upon return to in-person work, the company said in an email to Retail Dive.
- Currently, Nike is planning for an office return date of January 10 in the U.S., and said the vaccine mandate is “supporting the effort to bring people safely back to their workplaces.”
- The company did not immediately respond to a request for comment on vaccine requirements for its store-level employees and whether it is considering a mandate there as well.
Nike’s vaccine mandate for office-based employees in the U.S. comes amid pressure from the Biden administration for all companies with more than 100 employees to require vaccination or weekly testing. That would include retailers’ store-level workers, which have largely not fallen under the vaccine mandates companies have put in place.
Nike is not alone in requiring corporate employees to be vaccinated: Walgreens, Walmart, CVS Health, Saks and TJX, among others, have made similar decisions in recent months, but store-level employees and warehouse workers have largely been left out of such decisions.
President Joe Biden’s mandate that all companies with more than 100 employees require vaccination or weekly testing would change that, but retailers have already raised flags over how to go about carrying out the rule.
Policy officials with the National Retail Federation and the Retail Industry Leaders Association two weeks ago requested 90 days to comply with the rule. The trade organizations also raised a series of questions about how the mandate would be implemented, including what counts as being vaccinated, who will pay for workers that choose to undergo weekly testing, how the ruling would interact with state laws and how vaccinations would be verified.
Retailers are already facing a labor shortage ahead of the all-important holiday season, and requiring vaccination could exacerbate that issue. Up to this point, retailers have combated the hiring shortage by touting benefits like tuition assistance, medical benefits and higher pay, but with the trouble that retailers have had recently, those plans will likely be challenged.
“The end of the expanded unemployment benefits may spur some workers to take these positions,” Andrew Challenger, vice president of Challenger, Gray & Christmas, said of seasonal hiring efforts in emailed comments. “However, myriad other issues could keep them from filling these roles, such as COVID concerns, vaccination statuses, child care issues, and burnout.”
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tylerburleigh/nike-buy-bot: A bot using Node.js / puppeteer that buys a Nike shoe when it drops
GitHub – tylerburleigh/nike-buy-bot: A bot using Node.js / puppeteer that buys a Nike shoe when it dropsFiles
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This is a simple bot using Node.js / puppeteer that buys a Nike shoe when it drops.
- Node.js
- git command-line tools
- A text editor (I recommend Notepad++)
- A Nike.com account with a credit card already saved to the account for pre-filling
Install Node.js
- Install Node.js (LTS)
- Test your Node.js installation: First open a terminal (in Windows, you can do
WIN + Rthen typecmdand hitENTER), then typenode -vand you should see something likev10.16.0(the current version as of right now).
Install git
- Install git
- Test your git installation: First open a terminal (in Windows, you can do
WIN + Rthen typecmdand hitENTER), then typegit --versionand you should see something likegit version 2.8.1.windows.1(the current version as of right now).
- Clone this repository using git
- Open a terminal (in Windows, you can do
CTRL + Rthen typecmdand hitENTER) - Enter the following:
git clone https://github.com/tylerburleigh/nike-buy-bot.git
- Make sure you are in the bot directory within the terminal
cd nike-buy-bot
- Install the Node.js dependencies
npm install
- Using a text editor, edit the
bot.jsfile in the bot directory. In this file, look for the section calledParameters to set. These are the parameters to change:
- user
- pass
- cv_code
- size
- url
- debug
- buy
- Run the bot
Once you’ve configured the bot, you can run it
node bot.js
Ideally, you would run it right around the time of the drop.
The bot works in a series of 9 “rounds”, which include loading the shoe page, finding and clicking the desired shoe size, adding it to the cart, logging into your Nike.com account, and submitting an order.
Round 1 – Loading the shoe page
Round 2 – Finding/scrolling to the size selectors
Round 3 – Clicking the desired shoe size selector
Round 4 – Scrolling to the add-to-cart button
Round 5 – Clicking the add-to-cart button
Round 6 – Logging in when the login modal appears
Round 7 – Entering the 3-digit credit card validation
Round 8 – Clicking the “Save & Continue” button
Round 9 – Clicking the “Submit Order” button
(not shown here)
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A bot using Node.js / puppeteer that buys a Nike shoe when it drops
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You can’t perform that action at this time. You signed in with another tab or window. Reload to refresh your session. You signed out in another tab or window. Reload to refresh your session. 90,000 Nike SB Dunk Low “Street Hawker” Welcomes Omnipresent Food Carts in China • Hot ContentNothing brings people together like food, which is why Nike SB welcomes the ubiquitous Chinese street food carts and famous dishes they serve with a new SB Dunk Low “Street Hawker”. Created by Guangzhou artist Jason Deng, this special makeover features 22 individual street food-inspired elements that draw inspiration from a variety of things such as flour-based dishes, Yangchun noodles, dimes and chopsticks.All of these pieces are centered around six regional dishes from six Chinese cities mentioned in the above watercolor painting by Deng himself.
As you guessed it, when you look at the shoes taking inspiration from these many sources, the look is wild, irrelevant and playful. The right shoe is the brightest of the entire collection, providing everything from a rich red quarter to vibrant smoke patterns on the upper eyelids and around the collar. Not to be outdone, the left boot also fits in with a base of neutral tones, shaggy gray suede socks, and brown swoosh.Nike has also provided detailed information on every detail, which can be seen in full below.
Left shoe
1. The left shoe uses a lighter beige color for three flour-based dishes.
2. The suede sock mimics the color and texture of a green bean soup (Douzhi) from Beijing.
3. Donut patterns (jiaoquan) on the forefoot are combined with green bean soup.
4. Embossed suede on the side showcases shredded pieces of pita bread for a traditional Xi’an dish: pita bread soaked in mutton soup.
5. This lamb soup features watercolor designs on the side.
6. Swoosh depicted in wood grain texture and represents chopsticks.
7. On the side of the heel, the watercolor fades like Shanghai plain noodles, also called Yangchun noodles.
8. An embroidered copper 10 cent coin is depicted on the side of the heel, hinting at Yangchun noodles.
9. The left insole resembles a blue sky, inspired by traditional Chinese slang, which implies that people treat food as their own paradise.
10. The blue lining of the left midsole imitates the blue and white color of a thin porcelain bowl.
Right shoe
11. The right boot has hotter colors to indicate temperatures ranging from spicy to sweet.
12. The metallic color on the right fingertip is derived from the Chengdu stew in which the food is cooked.
13. Boiling chili oil bubbles around the toe.
14. Ostrich leather on the side is inspired by the crispy fried goose bumps famous in Guangzhou.
15. The silver Swoosh resembles a metal hook from which a roasted goose is hung.
16. Flames and lychee wood, which were used to fry the goose, appear in a watercolor pattern around the eyes.
17. Shaved ice and tarot balls – a common Taipei dessert – can be found on the heel rack.
18. Insole depicts a terrace scene with a bench, a landscaping method used to grow rice paddies.
19. Collar lining reflects the color of meat dishes.
20. The yellow sole represents cooking oils.
Both shoes
21. The buttonholes on the heel are decorated with black and white threads of Chinese calligraphy “food”.
22. The four colors of laces are inspired by the four main spices in Chinese cuisine: green (shallots), yellow (ginger), white (garlic) and black (black pepper).
Look for the Nike SB Dunk Low “Street Hawker” to be released on HYPEBEAST’s weekly Best Footwear Drops list.
Nike Anti-Clog Technology Overview
All football players, regardless of their talents and the quality of their boots, are intimidated by a wet field. It is very easy to slip on it, and dirt quickly adheres to the long metal spikes designed to prevent this. This inevitably affects the quality of the game. Can Anti-Clog technology solve both of these problems?
This is what Englishman Stephen Gerrard thinks of her:
“When we first put on these Anti-Clog boots, we immediately noticed that they were no different from the outside.It does not in any way affect the comfort and feel of the ball, nor does it involve increased grip or elongation of the pimples. The bottom line is that when the sole comes into contact with water, a thin liquid barrier forms on the sole, protecting it from anything that touches it.
Sounds like science fiction, yes. But it works great! We took to the wet field in Nike Anti-Clog, and one of the players wore an SG-Pro sole. After about 15 minutes of playing, the SG-Pro had so much dirt and grass that it could have been used to lay out another field in our office.What about Anti-Clog boots? There was nothing on them but a couple of blades of grass on thorns! They looked as if they had just been taken out of the box. An hour later, the SG-Pro player had to brush the mud off the outsole about 6 times, and the Anti-Clog looked like it had just been splashed with water.
We didn’t really expect this technology to be as good as it is described. We think this is a huge achievement for Nike.
However, it also has disadvantages. Firstly, it does not provide additional grip on the field and only prevents slipping caused by adhering dirt.Secondly, we would like to see this technology not only on the soft but also on the hard field. Why? Simply because they are more versatile and can come up much more often, about 90% of the time. And a hard field boot with this technology would be great for playing on a pitch that is only slightly wet and doesn’t need cleats. And finally, we want it to become a standard, and not an additional marketing ploy for individual models. It definitely works, so hopefully one day it will be on all boots by default. “
So, if you play a lot on wet, soft pitch, the Nike Anti-Clog is a godsend for you. With this technology, the cleats will stay clean and the boots will not turn into heavy, slippery skates due to dirt adhering to them. Now you know that Anti-Clog will not prevent any slipping in wet fields, but it should be said that it was not designed for this.
How this technology was created and who is at the origin, you can learn from this article.
Scheme MEGA Dybenko
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Borzov Nike “Horse” – lyrics and lyrics in karaoke on karaoke.ru
The text (words) of the song “Horse”
(print)
I am a little horse
And my life is not sweet,
I find it hard to carry my burden,
The day will come and I will leave it.
I’m a little horse,
But I cost a lot of money.
I’m driving my big wagon
From that to this shore.
I feel like crying,
I want to laugh,
I feel like jumping,
Wallow and kick.
To have friends
Or at least one,
But I work like an ox,
There’s cocaine in my cart.
I will die very early,
And I know about it,
Maybe not in spring,
Maybe in early summer.
I love listening to songs
And the campfire sniff the smoke,
But I can’t be distracted,
I’m carrying cocaine.
I am a little horse
And my life is not sweet,
I find it hard to carry my burden,
The day will come and I will leave it.
I’m a little horse,
But I cost a lot of money.
I’m driving my big wagon
From that to this shore.
I’m terribly tired,
I want to rest.
Eat ten bags of hay
And fall asleep for a long time.
I want birds of passage
Drive into a wedge,
But work is more important –
Behind the back is cocaine.
I’m disgusted and hard,
But you can’t back down,
I feel hungry,
Though thirsty.
We someday for this
We’ll burn in hellfire,
But all this later,
And at the moment – cocaine.
I am a little horse
And my life is not sweet,
I find it hard to carry my burden,
The day will come and I will leave it.
I’m a little horse,
But I cost a lot of money.
I’m driving my big wagon
From that to this shore.
I feel hurt and tears are falling,
When roses are thrown at my feet,
When people are on the streets
And in the windows of apartments
I am met and satisfied
A feast for the whole world.
Even small children are glad to me,
Even tree branches wave to me,
Everybody greets me,
All as one.
I brought them a new world,
I brought cocaine.
I am a little horse
And my life is not sweet,
I find it hard to carry my burden,
The day will come and I will leave it.
I’m a little horse,
But I cost a lot of money.
I’m driving my big wagon
From that to this shore.
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Plague Party
Those who follow fashion blogs and channels are familiar with the name Plague Party.She communicates with the audience on several platforms at once: she shoots videos for YouTube, shares pictures on Instagram and maintains a telegram channel. The 25-year-old became famous for her ironic comments on various fashion shoots and images, as well as, of course, her videos in which she asks people what things they are wearing.
If you are not yet familiar with her work, now is the time to subscribe to her channel and find out a little more about Plague itself before the start of the fashion season with many shows, prestigious ceremonies with red carpet and presentations of new campaigns.After all, there is no doubt that the brightest moments of all these events Plague Party will again comment on humor in its blog.
Plague Party
Plague since childhood
No matter how sophisticated a public person may come up with a pseudonym, everyone will always be interested in his real name. This girl does not hide her passport data – her name is Victoria Chumanova. As you might guess, the nickname was born from the surname and … the crazy energy of the girl, which she showed from a young age.
Victoria herself said that the nickname Plague became attached to her from the age of seven. Well, the second part stuck to the name with the suggestion of one of the friends, who advised me to name the celebration in honor of Victoria’s birthday.
You yourself are as wild as a party. Let’s call it Plague Party,
– he suggested then.
In an interview, Victoria admitted that today she is most comfortable when it is the Plague who turns to her.
Poogutarim, whales
One of the blogger’s signature tricks is a peculiar dialect, the use of unusual expressions and deliberate distortion of words.”Ento”, “admin”, “shmotkessa” (that’s how the Plague calls itself), “kitka” (well, this is how it refers to subscribers), “uzho” – the vocabulary of the Plague requires getting used to video for the channel “Louis Wagon”, neither in the telegram channel, nor in live communication with journalists).
Initially, by the way, this manner of conversation annoyed netizens, and Vika wrote a lot of angry comments. However, the hate did not break the girl, and she did not change her style.
If you do not know the word “gutarit”, then you have never taken Sholokhov’s books in your hands, but STE is a school curriculum. Obviously you have some holes,
– explained the Plague in an interview with Blueprint.
By the way, in an interview, the blogger also asks not to change his corporate style of speech.
Alexander Vasiliev for millennials
While many people choose the most hype topic for their blog at the moment in order to quickly achieve popularity, Plague was engaged in fashion professionally.
So, the girl studied to be a fashion historian. True, by her own admission, she has not yet received a diploma: blogging life tore the girl out of student life. Nevertheless, Vika really liked the learning process.
Studying is luxurious. In general, I am always happy if I choose a liberal arts education, demanding to go to a historian or, for example, a linguist. Some pleasant knowledge and a storehouse for jokes, humor develops due to intelligence,
– noted the Plague in an interview.
Run for the Stars
The Plague Party got its network popularity when it began to shoot videos for the “Louis Wagon” channel, where at various events, or even just on the street, I asked people “for clothes”: what they were wearing and how much it cost.
But before Vika worked in a similar format. Before becoming a popular blogger, the girl was a journalist on Channel Five and ran a column in which she asked the stars questions from viewers.
Chuma Party and Dima Bilan
Lux and pal
One of the main topics of her video blog, in addition to finding out the price tag, is the analysis of the world of branded items and their replicas. For example, Vika interviewed a reseller of fake luxury clothing in China and cut Louis Vuitton handbags to verify their authenticity.
Plague even asked Alla Verber “For gear” and for forgeries, and when the fashion director of TSUM died, the blogger dedicated a separate video to her, in which she told what an important role Verber played in the formation of the Russian fashion industry.
Alla Verber and the Plague Party
Having polled many, whose look was comparable in cost to the price of a one-room apartment in the region, the Plague itself believes that large investments are not a guarantee of a cool image.
Very often a person from a small town who has limited resources, but, thanks to this, a merciless imagination turns out to be stylish. From the mezzanine and the daddy wardrobe, he collects images much cooler than those that you squandered in powerful shopping centers,
– said the Plague.
Girl from the North
Vika was born and raised in the north of Russia, lived by the White Sea, and then moved to St. Petersburg as a teenager. In this city, by her own admission, she returns when she wants to take a break from social networks.
All by itself
As soon as someone “shoots” on the network, users immediately begin to build theories and conduct investigations: who is behind this success?
Brand “Plague Party” I knitted myself from the remains of floss thread,
– Vika answered questions about influential assistants with her usual humor.
However, she does not claim to have acted alone. Vika started her project with friends. She launched “Louis Wagon” with blogger Ida Broitman, later makeup artist Gevorg Petrosyan joined their team. According to her, Vika’s team consists of five people: an operator, two editors, a “YouTube engineer” (as Vika herself designated the position) and a co-producer. Last year, Plague also launched a reality show “Costumed” for fashion bloggers and stylists from all over Russia.
No one helped me, did not push me through.I was just always like: “Let me go!”,
– Vika said.
Personal life
Vika does not speak about her personal life as readily as about fashion brands. Yes, and at various events poses for photographers alone. In one of her interviews, she only said that she liked “a character from a fashion scene.”
I’m not talking about myself, but about what is happening in the world,
– Plague explains its position.
Fashion Preferences
Vika is a fan of streetwear: she goes to the Faces & Laces festival and goes to London for Nike workshops.