Nike will "boost its media budget" by $50M in its next
FY, which begins June 1, "even as it shifts creative
strategies to play its products more in real-life
situations," according to Terry Lefton of BRANDWEEK. Lefton
calls the move "bullish" in light of the sluggish shoe
industry and notes that it would bring Nike's media
expenditures "to an all-time industry high" of $350M
worldwide. The company will launch three new campaigns
between now and June, but President & COO Tom Clarke said,
"I wouldn't necessarily expect a radical change in our
brand's face" (BRANDWEEK, 2/15 issue). In a sidebar, Lefton
& Kelly report that "new work" from Goodby, Silverstein &
Partners on Nike's Alpha Project "has been placed on hold
indefinitely," as the company "considers how to move ahead"
with advertising the line (BRANDWEEK, 2/15 issue).
HIGH-TALKING CHUCK: Converse introduced new footwear
technology containing helium, offering greater cushioning
and stability. The technology will be used initially in the
All-Star He:01 available in late '99, while a complete line
of helium products will be launched in 2000 (Converse).
MORE MOVES: Reebok "will fire 3,000 workers at its
Indonesian plants," and one of the company's five plants in
the country will "shut down" (BOSTON BUSINESS JOURNAL, 2/6).
