Nike launches direct, in-store effort for bras

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In an effort to get women to try the Nike Inner Actives line of performance bras and underwear, Cole & Weber, Portland, Ore., has launched a direct and in-store campaign involving stores from Bloomingdale's and Nordstrom to sporting goods specialty stores. In-store efforts also include magazine promotions from Glamour, Marie Claire, Self and Shape. Goodby, Silverstein & Partners, San Francisco, has created a print campaign for the line, including ads featuring bare-breasted women.

Copyright September 1999, Crain Communications Inc.

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