U.S. budget: $158 million
Agencies: Goodby, Silverstein & Partners; Wieden & Kennedy
Power play: Nike still dominates the athletic footwear industry but the swoosh has become vulnerable, with consumers choking on its ubiquity and souring on athletic endorsers. The efforts of Mr. Frost's ad department to help remedy this plight hasn't reversed fashion trends. Still, campaigns like "I can," "The Fun Police," and "What are you getting ready for?" have given warmer, more personal dimensions to the brand. Years on list: Three.