Nike is launching a $20M "ad blitz" to support its fall line
of football cleats and cross-trainers, as well as the
introduction of its NFL licensed apparel, according to AD AGE.
Jeff Jensen calls the campaign Nike's "biggest football marketing
blitz ever." The campaign is driven by Wieden & Kennedy-produced
ads starring "Seinfeld's" Jerry Stiller as Vince Lombardi. The
debut spot premiered last night on ESPN, MTV and the broadcast
networks. Future spots will use digital technology to insert
Stiller into modern game footage and will feature him commenting
on Nike players such as Barry Sanders. So far, three spots have
been approved, and as many as seven more will follow. The
campaign will run through the upcoming season and will compete
with Reebok's fall marketing efforts for their cleats/cross
trainers and NFL apparel, which launch "within two weeks." At
least three spots of a "much broader" $10M Reebok brand campaign
from Leo Burnett USA, Chicago, will focus on football, including
two with Emmitt Smith. Also, a cross-promotion with Fox, Visa
and Foot Locker hits later this month in support of Reebok's new
home-and-away reversible jerseys (ADVERTISING AGE, 8/12 issue).
