Nike is making a "major shift" in its ad strategy by
doing "fewer campaigns and putting more weight behind them,"
according to Cuneo & Friedman of AD AGE. The new approach
comes as Nike "consolidated" its ad account at Wieden &
Kennedy last week. In an analysts meeting earlier this
year, Nike execs said ad spending in 2000 would hit $350M,
compared to the first six months of '99 totaling $126M.
Analysts say that "the shifts correspond to Nike's attempt
to cut costs for the company overall" (AD AGE, 11/29 issue).
NIKE BACKS SNOWBOARDERS' LOBBY: In Denver, Deborah
Frazier reported that Nike has joined Aspen-area
snowboarders in their campaign to open Aspen's Ajax Mountain
to boarders. Nike will launch a "Free The Snow" Web site
that will distribute "Free Ajax" bumper stickers to anyone
who "writes government officials about the exclusion." Dawn
Leonetti, Nike's All Conditions Skier Communications
Manager, said, "We're open to a friendly resolution, but
snowboarders deserve equal rights. It's all about
discrimination." Aspen Skiing Co. Dir of Communications
Rose Abello: "We offer nearly 5,000 acres to snowboarders.
There are only 675 acres that are skiers-only" (ROCKY
MOUNTAIN NEWS, 11/29).
