Sparqs Will Fly: Nike Unveils New Cross-Trainer Line

By Terry Lefton, Editor-at-Large

Nike is making an aggressive move into cross-training with one of its biggest product pushes of the year. The new SPARQ (Speed, Power, Agility, Reaction and Quickness) line includes apparel and footwear. The footwear, priced $65-90, includes the nine-ounce Air Zoom SPARQ Trainer Elite, Air SPARQ Trainer and the SPARQ Test Pro. "We want to show people there is a better way to train," said Nike VP/Global Marketing Joaquin Hidalgo. "Our training business has been strong for us around the world, but we think this should accelerate growth." The launch will be supported by a multimedia campaign called "My Better,'' which features Nike endorsers including Vikings RB Adrian Peterson, Chargers RB LaDainian Tomlinson, Sonics F Kevin Durant, Suns G Steve Nash, Rockies LF Matt Holliday and MLS Galaxy F Landon Donovan. Also for the first time, a lacrosse player, NLL Portland Lumberjax F Ryan Powell, will be included in a Nike campaign. Distaff athletes in the campaign include WNBA Mercury G Diana Taurasi and U.S. national women's soccer team G Hope Solo. The ads from Wieden & Kennedy break Wednesday during college basketball conference tournaments and on Fox' "American Idol.'' Nike has also bought time on CBS' NCAA tournament telecasts.

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