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NIKE DEBUTS NEW AD CAMPAIGN AROUND WOMEN'S BASKETBALL
Published December 2, 1997
Nike today debuts, "A Champion Season," a new ad campaign created by Goodby, Silverstein, & Partners. The ten ad series, which runs through the end of March '98, follows the fictional Charlestown Cougars women's high school basketball team through an entire season. The TV ads will be supported by a print campaign in Seventeen and YM magazines (Nike). AD AGE's Jeff Jensen reports that Nike hopes the new series will be its "most conspicuous campaign yet in support of its women's basketball business." A Nike spokesperson said that the campaign "will be on par" with Nike's biggest ad efforts for its women's business. The campaign will also mark the first time players from the ABL and WNBA will share Nike ad time together, as one ad will show the ABL's Kate Starbird and the WNBA's Jamila Wideman playing together during college (AD AGE, 12/1 issue). NIKE NOTES: Nike named Wieden & Kennedy to handle its advertising in Britain, according to Stuart Elliott of the N.Y. TIMES. Billings were estimated at $15M. Nike Dir of Global Advertising Geoffrey Frost: "This should be a great opportunity for the industry to draw its own conclusions on how strong our relationship is with Wieden & Kennedy." W&K will open an office in London on April 1 that will initially have a staff of 10 (N.Y. TIMES, 11/28)....Japan's Fair Trade Commission raided Nike's Japan office last week, reportedly to "investigate claims that the company was pressuring retailers to inflate prices." A Nike spokesperson said the company was "stunned" by the allegations and "will cooperate" with investigators (Mult., 11/28).