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Bloglumn: Panna Knockout
The 21 minute MTV documentary film "Panna Knockout" looks at the growth of the "Panna" phenomenon but also examines the disturbing psychological repercussions of a game whose primary aim is to humiliate and embarrass the opponent.
 Panna Knockout was born in the streets of the Netherlands: Panna is the Surinam word for "humiliation", which is what you feel when you are "nutmegged" by a player - the ball is passed between your legs. Nike Netherlands held their Panna Knockout championships as a celebration of street football. The event consists of a 1-on-1 Knockout tournament with matches played in small cages, with very small goalposts. The most goals after 3 minutes win, but a successful Panna automatically wins outright. The tournament started with qualifying rounds to select the best players from the 5 key cities in The Netherlands (Amsterdam, Rotterdam, Utrecht, Eindhoven and Groningen). The final was played at Paradiso nightclub, Amsterdam, December 20, 2004.  Nikefootball.com: Choose region "Europe" > "English" > "Enter at your own risk" and see some Panna legends in action. The makers of the Panna Knockout documentary film, Wieden + Kennedy Amsterdam, see it more as a "mockumentary", which shows so called post-Panna trauma (PPT) "patients" recovering in a "self-image improvement center", helped by international specialists: - PTT is a condition that develops after you've been involved with Panna; - During the trauma you feel intense shame, humiliation or self-disgust; - For some people PTT develops soon after the game. But, in some cases symptoms develop several months (or even years) afterwards. The Panna Knockout mockumentary is a funny approach of a "community", without overcommercializing this street phenomenon. Using MTV as broadcast channel shows a strategic move to reach the target group: youth with passion for football. According to Adverblog Nike also decided to take advantage of mobile marketing by promoting Panna Knockout event series in Germany through MMS. So what's "the trick"? Well, of course Nike wants us to buy their sportswear. But more than that, it's all about concepting a lifestyle. International Panna legends offer youngsters role models who they admire and copy. Wallpapers, screensavers, music and other downloads are available on an interactive website where new moves, skills and passes are shared and judged by the in-crowd.  Ronaldinho: Street and field football player The success of the Panna Knockout concept is the succes of Panna legends like Jermaine Vanenburg, who is closely related to famous football players like Edgar Davids and Ronaldinho. Only "real Panna fans" saw Ronaldinho's street move before scoring his second goal in het Champions League Chelsea-Barcelona last month. More obvious are Panna's like this. Nike understands that Panna is owned by the street and it's players. And so is the concept.  E. F. Fonkstra |
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posted by BlogFonk: Wednesday, April 13, 2005 [#]