Nike Using Winter Games To Launch Canadian Hockey Campaign

Nike will use the Turin Olympics “to tout its revamp” of the company’s hockey division, Nike Bauer, according to Rick Westhead of the TORONTO STAR. Nike will launch this week its “largest-ever marketing campaign in Canada,” with ads focusing on the country’s men’s hockey team. The spots, via Taxi, feature Canadian Olympians Jarome Iginla and Martin St. Louis, as well as Scott Niedermayer, who will miss the Games with an injury. Nike plans to air new 30-second spots featuring “newly designed skates and sticks, gloves and other gear through the end of May.” Media buyers estimated Nike will spend C$2-2.5M on the campaign (TORONTO STAR, 2/11).