SBD/24/Sponsorships Advertising Marketing

NIKE HELPS RAISE AWARENESS OF HIV WITH NEW "JUST DO IT" AD

     The latest of Nike's "Just Do It" ads, created by Wieden &
Kennedy, features Ric Munoz, an L.A. road runner who has run 64
marathons since he learned he had the AIDS virus in '87.  The 30-
second ad, which began airing nationally this month, shows Munoz
running through Malibu Canyon State Park in L.A.  As the scenery
changes, captions read in sequence: "Ric Munoz, Los Angeles; 80
miles every week; 10 marathons every year; HIV positive; Just Do
It."  W&K's Jim LeMaitre: "It's a way to say this is a great
athlete, this isn't the end of the line for him, and having HIV
is just one more thing in his day" (Gonzalez & Franzen, Portland
OREGONIAN, 2/23).
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