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NIKE REUSE A SHOE PROGRAM, W&K/McCANN RELATIONSHIP PROFILED
Published April 7, 1995
Nike's "Reuse-A-Shoe" program is profiled in this morning's WALL STREET JOURNAL. The program has recycled more than one million used and defective shoes to be used as material to resurface basketball courts. Reebok also has a court resurfacing program, but they do not recycle old shoes using the court's original material instead. In Europe, Nike "is aiming to place its courts -- and its Swoosh logo -- in high profile spots, perhaps": Red Square in Moscow, the Old Town in Prague, the Czars' Winter Palace in St. Petersburg or in front of the Eiffel Tower in Paris (Roger Thurow, WALL STREET JOURNAL, 4/7). AGENCY DANCE: The current issue of ADWEEK chronicles Nike's efforts to get their primary ad agency, Wieden & Kennedy, to partner with another agency to handle Nike's overseas accounts. W&K eventually teamed up with McCann-Erickson to handle Nike's Japanese and European accounts. Both W&K and McCann have said their new arrangement "pertains only to international efforts." W&K's Dave Luhr "dismissed recent speculation that McCann plans to take a stake in its new partner or buy W&K outright": "I've heard those rumors, too, and they're absolutely not true. Wieden & Kennedy remains an incredibly independent agency. There have never been any talks along those lines" (Noreen O'Leary, ADWEEK, 4/3 issue). In other W&K news, the company will open a broadcast buying unit in New York with about ten employees. The unit will be headed by Thomas Winner, now Dir of National Broadcast at the Busch Media Group, the in-house media unit of Anheuser-Busch (N.Y. TIMES, 4/7).