SI On Campus, Finish Line promo shoe

Sports Illustrated On Campus this week is rolling out the elements of a partnership with Finish Line to promote the new Nike Free sneaker on college campuses.

Through April 7, SIOC will host events on six campuses on which the free magazine is distributed, utilizing its “campus consultants” to help drive traffic to Finish Line’s Web site and stores. The events will take place at the schools’ student unions and will include a foot massage station, a try-on station, and free food and beverages.

Finish Line, already an SIOC advertiser, is not paying for the promotion. Rather, it’s an effort by the magazine to create the kind of promotional opportunity it can pitch as an incentive for companies to advertise with SIOC, according to SI Publisher Dave Morris.

The effort will utilize a total of about 35 students at Arizona State, Washington, Pittsburgh, Indiana, Syracuse and Ohio State. SIOC and Finish Line selected the schools because of the company’s strong retail presence in those areas.

— Russell Adams