Nike has employed Emmy Award-winning comedian Lena Waithe of "Master of None" to help promote the new Zoom Vaporfly 4% training shoe ahead of the Boston Marathon, one of the few times a year in which non-track and field fans are curious about distance running.
Late last week, the athletic brand behemoth debuted a new commercial featuring Waithe as a "shoe therapist" to various professional athletes, including marathoner Shalane Flanagan—who is purportedly addicted to her Zoom Vaporflys.
"These are the best f***ing running shoes I've ever f***ing owned," Waithe (as "Dr. Dana Sole") reads from Flanagan's chart, riffing off Flanagan's famous finish line victory call at the New York City Marathon last fall.
"Are you trying to steal my four percents?" Flanagan asks, glaring accusingly from a reclined position on the therapist's couch.
Various other professional athletes make cameos in the spot, including fellow Nike track star Deajah Stevens, who appears while literally handcuffed to a pair of pink shoes.
The spot clearly focuses on Flanagan as its star, which makes sense ahead of Boston as the 36-year-old became one of the favorites to end the 33-year American women's title drought in Beantown after her historic New York City win.
It's interesting, though, that the commercial completely leaves out fellow Nike-sponsored marathoner Jordan Hasay, 26, of the Nike Oregon Project, who enters Boston Marathon weekend as the top U.S. returner—she was third last year in her first-ever marathon—and the second-fastest U.S. marathoner of all time with her 2:20:57 personal best.
Hasay is just as big a name as Flanagan amongst running fans, but it seems as though there's room for just one marathoner on Waithe's couch.
Watch the full spot below: