NIKE TAPS GOODBY AS MARKETER'S 2ND FULL-SERVICE SHOP: AGENCY WINS $50 MIL IN WORK THAT INCLUDES NIKETOWN CHAIN

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Nike has tapped Goodby, Silverstein & Partners, San Francisco, to handle as much as $50 million in retail and brand advertising, most of which had been held by longtime Nike agency Wieden & Kennedy, Portland, Ore.

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.

BBDO Worldwide, New York; Fallon McElligott, Minneapolis; and TBWA Chiat/Day, Venice, Calif., also vied for the work.

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

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