Bright Nike Apparel Turns Heads At Aussie Open Nike Breaks Out Bright Colors At Aussie Open Univ. Of Florida Extends Nike Deal Through '24 Nike's Coin Toss Ad Goes Viral On Twitter Nike Unveils Uniforms For CFP Championship Knight Exerts Influence On Oregon Athletics Nike Reports Relatively Strong Q2 MJ Leads eBay Athlete Merch Sales Univ. Of Miami Could End Nike Deal New Nike Campaign Features LeBron's "Heroes"
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NIKE TO REDUCE MARKETING BUDGET AND RE-EVALUATE STRATEGIES
Published March 24, 1998
Nike "will slash its global marketing budget" by $100M for the FY starting June 1, "and over the next six months will re-evaluate its strategies," according to Jeff Jensen of AD AGE. Nike's '97 marketing budget was an estimated $891M. Nike Chair Phil Knight "holds marketing partly to blame for the company's recent woes" and will put its new "I can" campaign from Wieden & Kennedy up for "reassessment." Knight: "Our problem has not been too much marketing, but too much ineffective marketing" (AD AGE, 3/23 issue). FOOT SOLDIERS: In N.Y., Jennifer Steinhauer examines whether a slowdown of Nike sales will impact Woolworth's Foot Locker stores. Analysts estimate that Woolworth controls about 16% of the U.S. athletic footwear market, and about 40% of the market for athletic shoes over $40. At Foot Locker stores, investors estimate that footwear makes up roughly 75% of the merchandise, with Nike representing 30-50% of that category (N.Y. TIMES, 3/24).