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SBD Global/July 17, 2012/Marketing and Sponsorship

Nike Launches New Ads, Shoe To Commemorate Federer's Record No. 1 Run

Nike "wasted no time" in capitalizing on Roger Federer's return to the world No. 1 spot following his seventh Wimbledon title, according to TENNISNEWS.com. The company released new ads that play on the fact that the Swiss player is "tied with another long-term Nike man" -- Pete Sampras -- for the most weeks spent as the world No. 1. The slogan on a bold black and white image reads: "286. Legacy Solidified. The Countdown begins". Federer broke the record Monday with his 287th week as No. 1. (TENNISNEWS.com, 7/16). The EXAMINER's Juan Martinez reported that Nike has "put together a special colorway of Federer's signature shoe," the Nike Zoom Vapor RF -- which is a re-skinner Nike Zoom Vapor 9 -- that will be limited to 287 pairs. The black upper will be "complemented by gold accents all throughout the shoe" and will come with a special box and certificate of authenticity that is signed by Federer. The shoe will cost $287 (EXAMINER.com, 7/15).
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