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NIKE LOOKS TO GIVE UNDERDOG TAG THE BOOT IN SOCCER MARKET
Published May 11, 1998
Currently the "underdog" in the soccer market, Nike is setting 2002 as the year it expects "to catapult" to No. 1 in the industry ahead of adidas and Umbro, according to Sharon King of the N.Y. TIMES, who adds that "all this while cutting" $100M, "an amount equal to about one-third of its advertising budget in the 1999 fiscal year, which begins June 1." In its effort to "regain firmer footing" after reporting recent quarter losses, Nike Dir of U.S. Advertising Chris Zimmerman said soccer, performance apparel and women's sports are areas where Nike will focus its '99 marketing push. Nike will also focus on the World Cup -- beginning this June in France -- back-to-school promos and product innovations, including a new women's Air Jordan shoe. Wieden & Kennedy will spearhead the Nike soccer push behind an estimated $30-40M ad budget (N.Y. TIMES, 5/11). OTHER NIKE NOTES: Chargers QB Ryan Leaf has signed a multiyear endorsement deal with Nike. Terms were not disclosed (SAN DIEGO UNION-TRIBUNE, 5/9)....In N.Y., Neal Travis reported that "one stipulation" when Nike leased space for its flagship store in Trump Tower was that Donald Trump "had to agree" to do a Nike TV commercial. He is now featured in an Nike/NBA spot with "The Fun Police," which includes Tim Hardaway and Kevin Garnett, among others. Travis reported that Trump received a "substantial" fee for the spot which he donated to charity (N.Y. POST, 5/10).