Goodby's assignment includes Nike at retail and the Niketown store chain (AA, March 17); most Nike apparel; women's sports; and ACG outdoor products.
GOODBY MAY GET MORE WORK
Goodby may get more work in the future as Nike grows, said a spokesman at the marketer.
Nike wouldn't comment on spending, but the account is estimated at between $30 million and $50 million, making Nike now one of Goodby's biggest clients. Media buying and planning remain at Wieden.
Leap Partnership, Chicago, had handled Niketown.
Given Nike's high profile, the win has elated, and terrified, Goodby.
"Even [Co-Chairman Rich] Silverstein said he is scared witless, " joked Goodby President Colin Probert.
Because of the Nike win, Good-by has resigned soccer marketer Umbro's estimated $5 million account.
The addition of Goodby marks the first time Nike has looked for a second agency to handle brand advertising in its 15-year relationship with Wieden. But Nike Director of Worldwide Advertising Geoffrey Frost stressed the move shouldn't be viewed as a sign of dissatisfaction with Wieden.
COMMITTED TO WIEDEN
"Nike remains absolutely committed to our remarkable 15-year global partnership with Wieden & Kennedy," Mr. Frost said in a statement.
"Nike's business has continued to boom, growing in depth and complexity to the point that we needed a second full-service agency simply to manage the scale of our needs," Mr. Frost explained.
There had been reports the ever-increasing burden of Nike's needs has caused strain. Wieden executives didn't return calls.
Nike's U.S. ad budget topped $340 million in 1996; its global marketing budget last year was estimated at $650 million.