Nike's first ads for mountain bike gear in two years,
created by Goodby, Silverstein & Partners, will run during
this week's X Games, and the company "is hoping to rev up
sales" with "a pitchman who is seriously uncool," according
to Yumiko Ono of the WALL STREET JOURNAL. In the ads, an
"uncool" park ranger is featured to "show off Nike's
extensive knowledge of what real mountain bikers encounter:
injury, poison oak and annoying bugs." Josh Denberg,
copywriter for Goodby, Silverstein: "We certainly didn't
want to ... make it cool, or show performance riding."
Goodby's addition to Nike's account "has Madison Avenue
buzzing, particularly because more companies these days are
bringing in second ad agencies." Nike spokesperson Lee
Weinstein, on its decision to move part of its account: "We
brought Goodby on because our business has grown so fast
that just trying to keep up with it is a staggering
proposition" (WALL STREET JOURNAL, 6/24).
TWO-WHEEL DRIVE: In Detroit, Ann Job profiled the
growing association between auto makers and bike companies.
Subaru is "getting plenty of exposure and publicity" through
its partnership with the Int'l Mountain Bicycling Assoc. on
the Subaru/IMBA Trail Care Crew. In July, Lincoln's new
Navigator SUV will sponsor the Tour of the Rockies Int'l
Mountain Bike event. Volkswagen of America sponsors a
mountain bike team, as does Volvo of North America, which
dropped its men's tennis sponsorship in the early 90s to
sponsor Cannondale's team. Mountain bike participation has
grown, but "more importantly to car companies, it has become
a major recreational outlet for baby boomers and those a bit
younger." BMW, which was an official mountain bike sponsor
at the Atlanta Olympics, sold 3,800 bikes last year as part
of a dealership promotion (DETROIT NEWS, 6/22).
