NIKE LOOKS TO GIVE UNDERDOG TAG THE BOOT IN SOCCER MARKET
Currently the "underdog" in the soccer market, Nike is
setting 2002 as the year it expects "to catapult" to No. 1
in the industry ahead of adidas and Umbro, according to
Sharon King of the N.Y. TIMES, who adds that "all this while
cutting" $100M, "an amount equal to about one-third of its
advertising budget in the 1999 fiscal year, which begins
June 1." In its effort to "regain firmer footing" after
reporting recent quarter losses, Nike Dir of U.S.
Advertising Chris Zimmerman said soccer, performance apparel
and women's sports are areas where Nike will focus its '99
marketing push. Nike will also focus on the World Cup --
beginning this June in France -- back-to-school promos and
product innovations, including a new women's Air Jordan
shoe. Wieden & Kennedy will spearhead the Nike soccer push
behind an estimated $30-40M ad budget (N.Y. TIMES, 5/11).
OTHER NIKE NOTES: Chargers QB Ryan Leaf has signed a
multiyear endorsement deal with Nike. Terms were not
disclosed (SAN DIEGO UNION-TRIBUNE, 5/9)....In N.Y., Neal
Travis reported that "one stipulation" when Nike leased
space for its flagship store in Trump Tower was that Donald
Trump "had to agree" to do a Nike TV commercial. He is now
featured in an Nike/NBA spot with "The Fun Police," which
includes Tim Hardaway and Kevin Garnett, among others.
Travis reported that Trump received a "substantial" fee for
the spot which he donated to charity (N.Y. POST, 5/10).