Nike sets big brand push for late summer

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Nike agency Wieden & Kennedy, Portland, Ore., is creating a major brand campaign to break in late summer, during the back-to-school selling season. Handling the work at Wieden is Chuck McBride, the creative hotshot lured to the agency last fall from Foote, Cone & Belding, San Francisco. With "I can" now employed only when circumstances deem appropriate, the campaign might be tagged with "Just do it," which is soon returning to the Nike ad mix. "We never said `Just do it' was being retired," said Geoffrey Frost, director of worldwide advertising. "We'd have to be morons to throw that away."

Copyright April 1998, Crain Communications Inc.

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