Nike Shifts Approach To Sponsorship As NBA Evolves Blackhawks Ratings Down Despite Team's Success Cowboys' Jerry Jones Hosts "Football Summit" Islanders Fire Coach Jack Capuano Nike Will Not Include Sleeves On NBA Jerseys J.C. Penney, Kohl's Going Big On Activewear NHL ASG Breakaway Challenge Taken Off Roster Golden Knights Working On TV, Radio Deals Nike Makes Batch Of LeBron 14's For Early Release IOC Says No Deadline On NHL/Oly Participation
SBD/10/Sponsorships Advertising Marketing
THERE'S NO BUSINESS LIKE SHOE BUSINESS
Published January 10, 1996
Reebok is looking for a Chief Marketing Officer, as the company is "set to launch a pivotal ad campaign marking an evolution of its 'Planet Reebok' theme," according to Jensen & Sloan in the current ADVERTISING AGE. The position will report to President Robert Meers. AD AGE notes shareholders are pressuring Chair Paul Fireman to "spur profits and pump up" the company's "sagging stock price." Reebok would like to introduce the new executive next month at the Super Show, according to reports. The new campaign, set to break in the next few weeks, has received impressive reviews from retailers who have seen it (ADVERTISING AGE, 1/8 issue). OFF THE WALL: A city of Boston zoning official has refused to allow Nike to paint a "mural" of Bruins star Cam Neely on the side of a downtown building for January 19-20 NHL All-Star weekend. City inspectors say the work represents a commercial activity. Nike awaits a ruling by the zoning board of appeals. If approved, Nike will go forward, even if the mural isn't done by the All Star Game. However, the BOSTON GLOBE's Joan Vennochi notes "it's not exactly a secret" that Boston Mayor Tom Menino is friends with Paul Fireman, leading "pro-Nike forces to speculate that city officials are trying to kill the mural out of loyalty to another sneaker brand" (BOSTON GLOBE, 1/10). COMING OUT PARTY: Nike's Canstar Sports will introduce its first Nike skates during the All Star game in Boston. Nike endorsers Neely, Scott Stevens, Jeremy Roenick and Sergei Fedorov have been breaking the skates in during practice. All the skates are black, according to reports, with a swoosh matching team colors (FINANCIAL POST, 1/9). OTHER SHOE NEWS & NOTES: NikeTown New York will be located in a new eight-story building in midtown built by the company. The store/museum will be located on 57th Street between 5th and Madison Avenues (Portland OREGONIAN, 1/5)....Saturday's OREGONIAN profiled Emmitt Smith's new Reebok ad that tackles Nike's connection with Texas Stadium head-on. One of Smith's lines in the ad (as he overlooks the Cowboys' home turf): "This is my ranch, no matter what brand is on the front gate" (OREGONIAN, 1/6)....While sales of athletic footwear declined by 1.88% during the first eight months of '95, total dollars spent rose 2.4%. The Athletic Footwear Association estimates that for the first time in several years, consumers may be spending "slightly more" on footwear (Athletic Footwear Association).