Nike Launches New Ad Campaign Aimed At Marathon Runners
Nike, which now runs the official training programs for the Bank of America Chicago Marathon, "stealthily placed 10 decals smack in the middle of the bike lanes in five different path locations" last week, according to Julie Deardorff of the CHICAGO TRIBUNE. The decals were "so close together that a typical runner would see one every three to four seconds." The ads, which included the taglines "You're beautiful when you're sweating" and "Forget the wind, run like a freight train," mark the "start of a free, citywide, 17-week training program aimed at marathon runners." The same ads can also be seen in print and on Chicago Transit Authority trains. Nike spokesperson Cindy Hamilton: "We just put them down. ... It was designed to be an engaging, innovative, quick and in-your-face program." Hamilton added that the ads were "intentionally created to be easily removed and to have a short life span" (CHICAGO TRIBUNE, 6/18).
COMMUNITY AWARENESS: ADWEEK has honored Nike with its Community Lion award, which goes to a company that has "best exemplified a commitment to building and responding to the needs of its community." ADWEEK's Brian Morrissey notes that Nike was chosen because it "understands how fostering a community of runners will end up solidifying its brand's association with the sport." Nike+ has been the company's "biggest move in this direction, proving that marketing and community can be baked into a product, and digital channels can tap into a community." Nike has done a "particularly good job of extending the Nike+ ethos into real life with group runs, races and local aid stations" (ADWEEK, 6/16 issue).
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| New Balance's "Sesame Street" Offerings |
KIDS INCORPORATED: In Boston, Jenn Abelson writes toddler sneakers "are now a major focus for brands," as it is the "fastest growing segment in athletic footwear, with sales over the past three years soaring" 34% to $1.35B in '07. New Balance has a deal with children's TV show "Sesame Street" to produce a branded line of shoes, while Reebok has paired with Marvel Entertainment for a line of products. Some critics "raise questions about the brands' marketing tactics to lure very young consumers." However, New Balance said that its campaign "is geared toward mothers." New Balance already has "a spot during the Sesame Street episodes promoting its sponsorship, but it cannot display products because of program restrictions." Abelson notes even "designers like Guess are getting into the toddler game, unveiling a tiny sneaker last fall that featured soft leopard print lining, cushioned collar, and heart and gem-like accenting that cost about $60" (BOSTON GLOBE, 6/18).
SHOE NOTES: adidas has launched legal proceedings against Wal-Mart, claiming the retail chain copied some of adidas' products. adidas filed a motion in an Oregon court charging that Wal-Mart copied models of adidas footwear. An adidas spokesperson said that Wal-Mart "used a striped logo similar to the one associated with [adidas] products, displaying two or four stripes." adidas' logo features three stripes (AFP, 6/18)....Converse is featuring singers Pharrell Williams and Julian Casablancas and band Santogold to produce a song called "My Drive Thru." The tune is currently available for free download at Converse.com, and will be pushed through a print, online and outdoor campaign titled "Three Artists, One Song" (BRANDWEEK.com, 6/17).
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