Nike will "attempt to rev up its women's business next
year with a broader product line and an extensive print
campaign addressing women's issues," according to Terry
Lefton of BRANDWEEK. Nike "hopes to build relevance and
market share with post-college females," which has been a
"traditional Reebok stronghold," but treated as "somewhat of
a stepchild" by Nike. Initial print ads from Goodby,
Silverstein & Partners will focus on "what it means to be a
strong woman and what sports and fitness means" as part of a
woman's life. Nike U.S. Women's Business Dir Sue Levin:
"The idea now is to reach out to this segment with a
dialogue of broader issues ... as much about being a woman
as an athlete." Product, which will include walking,
running and indoor fitness shoes and apparel, will be
introduced "after the first few executions." Nike will also
roll out Nike Women's concept shops in sporting goods,
specialty and department stores throughout the country.
Plans are to "grow" from five this year "to around" 150 in
2001. Nike Ad Dir Chris Zimmerman: "This demo is really a
big area, so I would expect our competitors to be here as
well, particularly Reebok, as they move away from the
traditional team sports approach. What you should expect
from us is a much more consistent voice" (BRANDWEEK, 11/9).
