Nike debuted its new customized shoe line on the Web
and unveiled the "newest model" of the Air Jordan basketball
shoe yesterday, according to Andy Dworkin of the Portland
OREGONIAN, who notes the "new pair of marketing ventures"
are aimed at "winning ground in areas where executives think
the company needs to grow." Nike Chair Phil Knight said the
new customized shoe line "won't be profitable at first," but
the company is aiming for sales of 400 pairs a day. Knight:
"Like all things Internet, you start out losing money. I'm
sure we'll be able to meet that goal." Knight also
"indicated" that the online venture "probably won't
significantly cut into sales by traditional Nike retailers."
Mark Allen, GM of the customized venture, said that Nike
will "work with Portland police to screen out gang messages"
from being placed on signature shoes. If a shoe does not
fit a consumer, it can be returned to Nike free (OREGONIAN,
11/23). "Nightly Business Report" co-anchors Susan Gharib
and Paul Kangas demonstrated Nike's new venture on the Web
last night and noted that the feature allows users to
customize their own running shoes "by base, color and a
personal identifying touch like a name or nickname." Gharib
reported the shoes take three weeks for delivery and cost
approximately $10 more than Nike shoes found in stores
("Nightly Business Report," PBS, 11/22). NBC's Jay Leno, on
the customized shoes: "Well, that will impress people at the
gym. Walk around with those Air Finkelsteins" (NBC, 11/22).
JORDAN PUSH ON THANKSGIVING DAY: AD AGE reports that
Nike is "trying to add some marketing steam" to its Jordan
Brand with the debut of two TV spots called "Overjoyed" on
Thanksgiving Day during NFL broadcasts on CBS and Fox. The
ads will feature Jordan Brand athletes such as boxer Roy
Jones, Jr., Yankees SS Derek Jeter and Vikings WR Randy Moss
"in scenarios away from their sport." Moss is in "a crowded
hotel," while Jeter "can be found being cornered by the
media in a locker room" (AD AGE, 11/23). In Portland, Andy
Dworkin writes that the ads support the launch of the new
Jordan shoe which will be available in limited quantities
starting December 11. The ads feature the new Air Jordan
model along with "other Brand Jordan clothes due out in
2000." Jordan Brand Communications Manager Erin Patton said
that Nike is "also planning on bringing out Jeter and Moss
shoes in 2000," and Jones shorts. Dworkin adds that Nike
plans to "make less sport-specific, fashionable urban
streetwear, where Nike thinks it can take business from
Tommy Hilfiger and other brands that have been eroding
Nike's U.S. apparel sales" (Portland OREGONIAN, 11/23).
