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SBD/18/Sponsorships Advertising Marketing
NIKE SWOOPES CAMPAIGN TO CONTINUE TARGETING OF WOMEN
Published July 18, 1995
Nike plans to begin its first campaign in October to leverage the company's "unofficial ties to the U.S. Women's Olympic Basketball Team," according to Steve Gelsi in BRANDWEEK. The Air Swoopes effort, linked to the show named after U.S. Women's team star Sheryl Swoopes, is the focal point of "an intensive pitch towards women." The campaign features six Olympic team players -- Swoopes, Dawn Staley, Lisa Leslie, Teresa Edwards, and Ruthie Bolton-Holifield, all Nike sponsors -- and is expected to run through the '96 Olympics. The first round of ads will be produced by Wieden & Kennedy, Portland. Nike anticipates the campaign will run on ESPN and other nets, during women's college basketball, and U.S. women's team games. According to Gelsi, the ads thematically follow earlier Nike spot on women's soccer and volleyball. Nike Sports Marketing Manager Sue Levin "said positive feedback on the soccer ad compelled Nike to continue its emphasis on team and sport rather than individual stars" (BRANDWEEK, 7/17 issue).