Nike Unveils Line Of Olympics Products Ahead Of Beijing Games

Parker Helps Unveil Nike's Olympics 2008 Line

Nike yesterday unveiled its Olympics 2008 shoe and apparel line ahead of this summer's Beijing Games, the company's "largest effort for the games ever," according to Sarah Skidmore of the AP. Though not an official Olympics sponsor, Nike during the Olympics will "dress thousands of athletes from more than 100 countries" and create products in "every sport at the games." Nike Beijing Olympics Global GM Kris Aman: "We truly believe 2008 will be a defining moment for the industry, the brand, the athletes and the consumer." As part of the line, Nike has created its "lightest track shoe and basketball shoe ever, which is based on a webbing of ultra-resistant fibers that act as a basket to attach the sole and hold in the foot." Nike President & CEO Mark Parker: "The mix of competition and consumer product is some of the best we've ever done" (AP, 4/8). Lakers G Kobe Bryant, appearing on CNBC's "Squawk Box" this morning, said of the new basketball shoe, “It's a 13-ounce shoe. It’s the lightest shoe to date that Nike’s created. We wanted a shoe that’s extremely responsive so that when you’re cutting the corners, when you’re making your moves, you’re not losing seconds” (CNBC, 4/8). Nike Brand President Charlie Denson appeared on CNBC yesterday, where he discussed why Nike creates products for the Olympians that are not available for sale to the public. Denson: “It will help us all perform better and what you’ll see at the Olympics in Beijing is some of the newest and lightest and best product you’ve ever seen at any point in time and that all filters down into our product line that’s available to every consumer and every athlete around the world” (CNBC, 4/7). 

Bryant Feels Controversy Surrounding Beijing Olympics Creating Opportunity

SPEAKING OUT: Bryant, one of the bigger American athletes scheduled to compete in Beijing this summer, yesterday said that it was the role of Olympic athletes to shine a light on the political landscape in China. "There's been a lot of conversation about what our country should do about what's going on,'' said Bryant, to an audience of around 500 media members and Nike employees at the sneaker and apparel maker's Beaverton, Oregon campus. "They can use the opportunity to try and turn a negative into a positive. The positive being raising awareness of what's going on (in China). I think if there's a silver lining in this whole situation that could be it. There's a stage where the whole world can see what's going on … the role that we play, that everybody plays is to try to raise awareness'' (Terry Lefton, THE DAILY).   

PARKER'S TAKE: As political protest follows the Olympic torch run around the world, the specter of an Olympic boycott by countries or athletes is a hot topic. In an SBD/SBJ interview after Kobe's remarks, Parker said he does not anticipate any countries withdrawing from the Olympics in protest. "I think we will (have a full complement) of countries. It's unfortunate, but I think our focus is really more on sports and the potential of the athlete and the positive values of sports. Not just the athletes themselves, but as Kobe said one of the things that's going on is there is a raised level of awareness." As for the importance of the Beijing Olympics to Nike? "The latest [Olympics] is always the most important in a sense," Parker said, "but there's so much more to this Olympics, we're representing more athletes in more countries in more sports than ever. It's a showcase for us in terms of innovation both here and in China as a sports brand, and we are extending our leadership position. This isn't just about the games and the athletes, it's about Nike's presence with consumers across China" (Terry Lefton, THE DAILY).  

NO HORSING AROUND: Dilenschneider Group CEO Robert Dilenschneider appeared on Fox Business last night to discuss Polo’s decision to outfit U.S. Olympians for the Beijing Games. Dilenschneider: “If the Chinese can get the Olympics on-track, this is a deal of a lifetime for Polo. If they don’t get it on-track, this is the disaster of a lifetime for Polo. You talk about shorting the stock, this is the time to think about that right now.” Dilenschneider said the situation is “bigger than just Polo because if the Olympics have serious boycott issues, this is going to affect every company and every management and every group of employees that are operating inside China right now. It’s going to affect the Chinese manufacturing base.” Dilenschneider said,“If the Olympics go sour, you’re going to see Polo come out with a new line right after the Olympics. You will not see that Polo (Olympic) line” (Fox Business, 4/7).