OR-based Wieden & Kennedy is creating a "major brand
campaign to break in late summer, during the back-to-school"
season, according to AD AGE. W&K's Chuck McBride will
handle the creative. With the "I Can" slogan "now employed
only when circumstances deem appropriate," the new campaign
might be tagged "Just Do It," which is "returning to the
Nike ad mix." Nike Dir of Worldwide Advertising Geoffrey
Frost: "We never said 'Just do it' was being retired. We'd
have to be morons to throw that away" (AD AGE, 4/27).
NEW WOMEN'S SHOP: Cammi Granato was at Dick's Sporting
Goods store in Columbia, MD, Saturday for the launch of the
first of five new Nike concept shops, geared specifically to
the female athlete. The concept shops will put women's
products in prominent locations, throughout Dick's MD stores
and Finish Line stores in OH, CO, FL and TX, and will
feature photos and video imagery. The shops will stock a
wide selection of women's specific apparel. Other athletes
who will appear at shop openings include Shannon Johnson in
OH, Picabo Street in CO and Gabrielle Reece in FL. Mia Hamm
will appear at the opening of the Finish Line concept shop
in TX during the first week of June (Nike).
