Quality over Green: Nike's New Air Jordan

The latest in the popular line of basketball shoes hits stores as part of Nike's sustainable design line. But the company is hyping performance, not green

BusinessWeek, January 25, 2008 — Nike's (NKE) new Air Jordan XX3 sneaker, which arrives in stores on Jan. 25, won't have a trace of the color green on it. Rather, the limited-edition shoe will be available in the color combination of white, blue, and gray. And although the shoe was made with earth-friendly materials, and even inspired the invention of a sewing machine to help manufacture footwear with fewer chemical glues, the company is not focusing on the "green" aspect of the sneaker.

Athletes' New Game: Their Own Web Ads†

Low-Budget Spots Put Stars in Control Of Their Marketing

Wall Street Journal, January 17, 2008 — Basketball star Chris Bosh, known for his power and finesse around the basket, is trying out a new off-court move. Mr. Bosh, with help from his girlfriend and brother, recently wrote and shot his own Web commercial. The ad, in which Mr. Bosh takes on the persona of a Texas-fried used-car salesman to ask fans to vote him into the National Basketball Association's All-Star Game, has become something of an underground hit, racking up more than 376,000 viewings on YouTube.

To Sharpen Nike's Edge, CEO Taps 'Influencers'†

House Built by Athletes Hires a Tattoo Artist; Mr. Parker and the Twins

Wall Street Journal, October 24, 2007 — Nike's iconic co-founder Philip H. Knight built the company by sealing endorsement deals with sports heroes such as Michael Jordan and Tiger Woods. But under current Chief Executive Mark Parker, Nike is also depending on lesser-known figures — like a Los Angeles tattoo artist known as Mister Cartoon.

The New Advertising Outlet: Your Life

New York Times, October 14, 2007 — STEVE SAENZ used to run a 10K race in 36 minutes. But last spring — 20 years, 2 children and 50 pounds later — he found himself seriously out of shape. A new Web site from Nike, he says, has brought him back on track.

Nike Setting the Pace in Interactive-TV†

'Quick Is Deadly' Effort to Include 20 Minutes of Content for Dish Network Subscribers

Advertising Age, August 13, 2007 — Nike is charging past the rest of the country's marketers in the interactive-TV race, launching the most ambitious push in that medium to date. The footwear-and-apparel behemoth said last week that the new "Quick Is Deadly" campaign for its Zoom training-shoe line would include more than 20 minutes of interactive content accessible to Dish Network subscribers with DVRs.

Just do it, marketers say

Nike, PetSmart and other companies are trying to sell their brands by inviting consumers to take part in activities linked to the product or service.

Los Angeles Times, April 30, 2007 — Twice a week, 30 or more people gather at the Nike store in Portland, Ore., and go for an evening run. Afterward the members of the Niketown running club chat in the store over refreshments. Nike's staff keeps track of their performances and hails members who have logged more than 100 miles.

Nike Gets Back to Basics, Reinventing the T-Shirt†

Wall Street Journal, April 2, 2007 — For years, a vast army of apparel designers at Nike Inc. has tinkered with the seemingly simple task of making a T-shirt. The result was a cache of more than 30 different designs, often with only tiny differences — shirt sleeves that hung an inch or two longer or bottom hems that were curved rather than straight. Some designs were skin-tight. Others hung loose like sacks.

Digital Marketing Leads The Charge†

Adweek, March 19, 2007 — It seems like only yesterday that interactive specialists were being invited to ride along when marketers and their agencies worked on upcoming campaigns. Now, digital marketing is moving from the back of the bus into the driver's seat as more brands place digital components—including online contests, Webisodes and user-generated content—in the lead position of their marketing.

TRYSUMERS

Trendwatching, February 1, 2007 — TRYSUMERS: “Freed from the shackles of convention and scarcity, immune to most advertising, and enjoying full access to information, reviews, and navigation, experienced consumers are trying out new appliances, new services, new flavors, new authors, new destinations, new artists, new outfits, new relationships, new *anything* with post mass-market gusto.”