Nike last week unleashed the first three TV spots in a summertime wave from Wieden & Kennedy, Portland, Ore., in support of its training products. The spots, tagged "What are you getting ready for?" feature pro and everyman athletes training for their sports in serious or ludicrous ways. Positioning training as an activity, even a lifestyle, is a deviation from Nike's past cross-training ads, which focused on celebrity athletes. The 14 spots will span several product categories, including women's sports, for which Goodby
, Silverstein & Partners, San Francisco, has responsibility. Nike said this cross-category effort doesn't signal a shift in agency duties. The campaign was overseen by Wieden creative directors Hal Curtis and Chuck McBride.