Nike to Expand Agency Roster

Will Move Parts of Its Account Away From Longtime Shop Wieden

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NEW YORK (AdAge.com) -- Nike just opened the playing field.
While it is rumored that the running shoe account will be first up for grabs, executives close to Nike said the relatively small baseball account may actually have already been reassigned to a new agency.
While it is rumored that the running shoe account will be first up for grabs, executives close to Nike said the relatively small baseball account may actually have already been reassigned to a new agency.

The world's largest sneaker and apparel maker has decided to expand its creative agency roster, and will begin moving some pieces of business away from longtime agency Wieden & Kennedy, a company spokesman said.

'Challenging marketplace'
"As our business grows, our brand communications must also continue to evolve to meet an increasingly challenging marketplace," said Dean Stoyer, Nike's U.S. media relations director. "Our recent announcement about a category alignment provides an opportunity to re-evaluate our creative resources and partnerships."

Mr. Stoyer did not elaborate on any immediate changes, but it has been known for some time that the company has been speaking with Miami hot shop Crispin Porter & Bogusky.

While it is rumored that the running shoe account will be first up for grabs, executives close to Nike said the relatively small baseball account may actually have already been reassigned to a new agency.

Nike spent $220 million in measured media in the U.S. in 2006, and $200 million in 2005, according to TNS Media Intelligence.

Not a wholesale shift
Mr. Stoyer said this wasn't a wholesale shift away from Wieden.

"You will certainly continue to see Nike working with Wieden & Kennedy," he said. "Nike has always looked to a variety of partners in various areas of demand creation to keep things fresh and on the cutting edge. With an increasingly challenging marketplace we are even more committed to staying out in front of where and how our consumers are engaging with our brand."
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