Nike is "selling itself to younger consumers" in
Southern CA, "particularly those in extreme sports, a market
that Nike has failed to crack," according to Greg Johnson of
the L.A. TIMES, who reported that the company is
distributing a series of "edgy" marketing videos to L.A.-
area teens. Nike hopes the videos, called JDI's -- short
for Just Do It -- and a "handful of other local marketing
initiatives will build credibility" for the company among
"media-savvy teens under assault by a wave of competing
brands." Johnson wrote that "at the core of Nike's local
marketing push" is a teen panel called the "CaliCrew," whose
12 members were selected from an audition in which 200
candidates "sang, danced, rapped or simply told stories."
Also as part of the effort, Nike is incorporating the
letters "LA" into marketing material, as well as on a
"limited amount of gear" (L.A. TIMES, 10/14).
WHAT'S THE GOAL? Johnson wrote the effort comes as Nike
has "faced an uphill ride in snowboarding," as the company
has "never fulfilled its plan" to market a snowboard line.
While Nike said earlier this month that it would discontinue
its line of snowboard boots, it plans to continue marketing
its ACG apparel to snowboarders. Additionally, Nike's
Southern CA marketing team "hopes to uncover trends breaking
in a sports-rich environment that incorporates" basketball
and baseball, as well as in-line skating, motocross,
snowboarding and Jet Ski riding (L.A. TIMES, 10/14).
