On the heels of Ashley's Coupe Du Monde post, I decided to talk some more about soccer (football).
Since when did Nike become the cause-related marketing/PR leader?
First they create the smart and catchy Go Yellow/Live Strong with yellow wristbands (with Lance Armstrong) and now they have a help fight poverty with soccer campaign.
I received a ninemillion.org newsletter in my inbox this morning. Take a look here
I wonder how much Nike Inc. has donated? If Phil Knight can donate $50 million to upgrade the Univ. of Oregon's football locker room, I'm sure he has some more spare change lying around.
Also, what's the last cause-related marketing initiative that you've heard of from adidas-reebok (they're merged now), puma, or converse (owned by nike)?
Thursday, June 22, 2006
Marketing: Nike is at it again
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3 comments:
Converse is doing something with Bono's (RED) campaign. Read about it at my cause marketing blog at www.selfishgiving.com.
Sorry, but NIKE did NOT create the Livestrong bracelet and campaign, they just bought it off the adgency that did after the campaign had gained momentum. As a matter of fact, the bracelet's popularity was at it's peak when Nike bought it, which I think was more of a marketing move than a show of goodwill and promotion of health.
The agency that created the livestrong bracelet and campaign is Wieden+Kennedy, Nike's advertising agency. Nike didn't "buy" anything from anyone-- they simply took an idea that their agency created and ran with it, just like any other campaign that W+K develops.
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