NIKE WANTS ITALIANS TO JUST DO IT
Nike has launched a sports magazine to "define the concept
behind 'Just Do It' to Italians," according to M.H. Moore in the
current ADWEEK. A million copies of the 28-page magazine were
distributed in Italy through the newspaper Via La Republica, with
the first issue covering a "range of sports and features local
and international athletes." Nike and ad agency Weiden & Kennedy
have launched a series of eight TV ads in Italy focusing on the
"Just Do It" slogan. Guy Haward, a Nike account dir at W&K in
Amsterdam: "We've been trying to explain what 'Just Do It'
means. ... We hope it will give the consumer an attitude that
they can buy into" (ADWEEK, 5/15 issue).