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NIKE, II: NEW JORDAN LAUNCH; CUSTOM SHOES A PROFIT CENTER?

          Nike debuted its new customized shoe line on the Web
     and unveiled the "newest model" of the Air Jordan basketball
     shoe yesterday, according to Andy Dworkin of the Portland
     OREGONIAN, who notes the "new pair of marketing ventures"
     are aimed at "winning ground in areas where executives think
     the company needs to grow."  Nike Chair Phil Knight said the
     new customized shoe line "won't be profitable at first," but
     the company is aiming for sales of 400 pairs a day.  Knight:
     "Like all things Internet, you start out losing money.  I'm
     sure we'll be able to meet that goal."  Knight also
     "indicated" that the online venture "probably won't
     significantly cut into sales by traditional Nike retailers." 
     Mark Allen, GM of the customized venture, said that Nike
     will "work with Portland police to screen out gang messages"
     from being placed on signature shoes.  If a shoe does not
     fit a consumer, it can be returned to Nike free (OREGONIAN,
     11/23).  "Nightly Business Report" co-anchors Susan Gharib
     and Paul Kangas demonstrated Nike's new venture on the Web
     last night and noted that the feature allows users to
     customize their own running shoes "by base, color and a
     personal identifying touch like a name or nickname."  Gharib
     reported the shoes take three weeks for delivery and cost
     approximately $10 more than Nike shoes found in stores
     ("Nightly Business Report," PBS, 11/22).  NBC's Jay Leno, on
     the customized shoes: "Well, that will impress people at the
     gym.  Walk around with those Air Finkelsteins" (NBC, 11/22).
          JORDAN PUSH ON THANKSGIVING DAY: AD AGE reports that
     Nike is "trying to add some marketing steam" to its Jordan
     Brand with the debut of two TV spots called "Overjoyed" on
     Thanksgiving Day during NFL broadcasts on CBS and Fox.  The
     ads will feature Jordan Brand athletes such as boxer Roy
     Jones, Jr., Yankees SS Derek Jeter and Vikings WR Randy Moss
     "in scenarios away from their sport."  Moss is in "a crowded
     hotel," while Jeter "can be found being cornered by the
     media in a locker room" (AD AGE, 11/23).  In Portland, Andy
     Dworkin writes that the ads support the launch of the new
     Jordan shoe which will be available in limited quantities
     starting December 11.  The ads feature the new Air Jordan
     model along with "other Brand Jordan clothes due out in
     2000."  Jordan Brand Communications Manager Erin Patton said
     that Nike is "also planning on bringing out Jeter and Moss
     shoes in 2000," and Jones shorts.  Dworkin adds that Nike
     plans to "make less sport-specific, fashionable urban
     streetwear, where Nike thinks it can take business from
     Tommy Hilfiger and other brands that have been eroding
     Nike's U.S. apparel sales" (Portland OREGONIAN, 11/23).   

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