Nike Tries to Enter the Niche Sports It Has Missed
MOVE over, Michael Jordan: here comes P-Rod. Enlarge This Image Nike Laura Enever stars in a Nike commercial in Bali, Indonesia. She surfed at night, illuminated by flood lights like a rock star. Add to Portfolio Quiksilver Incorporated NIKE Inc Volcom Incorporated Go to your Portfolio » In an attempt to leave no sport unmarketed, Nike , the sports apparel manufacturer, will begin the next phase of its current “Just Do It” campaign with a focus on action sports like skateboarding, snowboarding and surfing. The new campaign, called “The Chosen,” is Nike’s largest effort at moving into action sports, and will feature athletes like the skateboarder Paul Rodriguez (or P-Rod), the surfer Laura Enever and the snowboarder Danny Kass. “When we looked at action sports, we saw a unique consumer segment that was underserved in terms of product innovation,” Mark G. Parker, Nike’s chief executive and president, said at a shareholder meeting in May. Action sports are a $390 million business ...
flippin' sweet.
ReplyDeletei met jay adams on a beach while out on a mission trip in mexico. when i came home, my brother almost killed me for not knowing who he was at first. i spent fve days on the beach with him and his young wife as well as with some guy named cain... a pro surfer from austraila. they were the best kind of people.
anyway. thanks for the pictures. i have a pic of jay catching a wave in my files. i'll post it soon.