The new Boston NikeTown "is using as its theme the
Boston Marathon won this year by athletes who endorse Nike,"
but the Boston Athletic Association (BAA) owns the trademark
rights to the race, and adidas is the official shoe sponsor,
according to Shirley Leung of the BOSTON GLOBE. Nike
spokesperson Lee Weinstein: "We're obviously not a sponsor
of the Boston Marathon. We certainly don't allude to being
one." But Leung writes that a wall in the store "is
dominated by an outline" of the Marathon course, and the
store "markets itself as being a block and a half from the
finish line." The BAA, "wary of over-commercialization of
the race, wants signs to make it clear" that Nike is not an
official sponsor. Marathon Director Guy Morse: "The BAA has
always been vigilant about protecting our name and our
official sponsors." Chris Persinger, spokesperson for
adidas, said that its legal department "is studying the
issue." The BAA and Nike will begin negotiations "within
the week" on what the BAA's Morse said he hopes will be an
"equitable" solution (BOSTON GLOBE, 7/23).
MAIL IT IN: Nike has launched a print and outdoor-media
campaign which "eschews Nike's evocation of the emotional
drama of sports to focus instead on interactivity,"
according to Andrew Ross Sorkin of the N.Y. TIMES. The
Wieden & Kennedy ads feature photos of Nike shoes along with
e-mail addresses that "refer slyly to the marquee athletes
who endorse the shoes." Sending e-mail to the addresses
results in "automated replies" from Nike, directing senders
to web sites that offer additional product information. E-
mail addresses include d_obrien@trynkeepup.com for Olympic
decathlete Dan O'Brien and rmiller@makeitrain.com for the
Pacers' Reggie Miller (N.Y. TIMES, 7/23).
