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SBD/April 15, 2013/Marketing and Sponsorship
Nike Looks To Retain Advertising Edge In Face Of Audience Fragmentation, Changing Demos
Published April 15, 2013
ON THE WATERFRONT: In Portland, Steve Duin wrote a “slobbering gaggle of bureaucrats” wants to put another $80M in Nike's "petty cash drawer, hoping to entice the company to expand into South Waterfront.” The idea is “unbelievable” and “utterly unrealistic.” Duin: “Hold out for $250 million, Nike. You might as well. … You have all the leverage.” If Nike “elects to expand into South Waterfront, imagine the restaurants, retail shops, marketing firms, and sports and apparel midgets that would follow the company to the water’s edge, eager to cater to its needs and feed off its charisma.” Nike, “as usual, is setting the rules” (OREGONLIVE.com, 4/13).