'WHAT IF?'
February 25 2004 - 9:03AM
PR Newswire (US)
'WHAT IF?' Nike's New Spring Ad Campaign 'What If?' Highlights the
Talents of Nike's World-Class Athletes Competing in Sports Other
Than Their Own BEAVERTON, Ore., Feb. 25 /PRNewswire-FirstCall/ --
Tonight at 7 p.m. EST, Nike launches its "What If?"Spring
advertising campaign, featuring a montage of sport highlights with
Andre Agassi, Lance Armstrong, Randy Johnson, Marion Jones, Brian
Urlacher, Michael Vick and Serena Williams. These seven world-class
athletes step outside of their own sport todisplay their tremendous
talents in sports such as boxing, baseball, hockey, volleyball,
gymnastics and bowling. (Photo:
http://www.newscom.com/cgi-bin/prnh/19990818/NIKELOGO ) The
six-week campaign provides consumers with images of athletes
including Andre Agassi as a member of the Boston Red Sox fielding a
ground ball and throwing out a speedy runner at first base, Lance
Armstrong battling toe-to-toe with Fitz Vanderpool in the ring and
Marion Jones speeding toward the vault and executing a perfect
flip. "Nike athletes such as Michael Vick and Brian Urlacher prove
each time they hit the field how powerful talent, speed and desire
can be," said Nancy Monsarrat. Director of Nike's U.S. Advertising.
"The 'What If' campaign asks the question, 'What if Lance Armstrong
was given a pair of boxing gloves instead of a bike as a child?"
"Our belief is that a passionate athlete's drive to win would
translate into success in any sport." "I bounced around from
football to baseball to basketball and finally got into endurance
related sports like swimming, running and cycling," said Lance
Armstrong. "You're the only person out there in gymnastics," said
Marion Jones. "All the pressure is on you and you have to perform
at a given moment in front of thousands and thousands of people and
particularly in front of judges, or what they call a jury. It's
interesting, I'd get a kick out that." To create the realistic
vignettes, elite coaches and trainers worked with the Nike athletes
to ensure authenticity to the last detail. In addition, Nike
secured participation from athletes from each of the respective
sports to appear with the seven stars. Serena Williams is partnered
with AVP Tour Professional Nancy Mason as she hits a powerful
crosscourt spike playing against Jenn Meredith and Carrie Busch;
and Randy Johnson bowls against the legendary and recent US Open
winner, Pete Weber. The "What If?" campaign was directed by Ulf
Johansson. Mike Byrne and Hal Curtis of Wieden and Kennedy were the
Creative Directors for the ad. All of the sequences were shot in
Los Angeles. The campaign includes a 90-, 60- three and 15-second
executions that will run from late February through early April.
The company is targeting sports broadcasts and youth-oriented
television shows on a variety of broadcast outlets. Consumers
interested in seeing all of the spots can visit Nike.com. About
Nike, Inc. NIKE, Inc. based in Beaverton, Oregon is the world's
leading designer, marketer and distributor of authentic athletic
footwear, apparel, equipment and accessories for a wide variety of
sports and fitness activities. Wholly owned Nike subsidiaries
include Converse Inc., which designs, markets and distributes
athletic footwear, apparel and accessories; Bauer NIKE Hockey Inc.,
a leading designer and distributor of hockey equipment; Cole
Haan(R), which designs, markets, and distributes fine dress and
casual shoes and accessories; and Hurley International LLC, which
designs, markets and distributes action sports and youth lifestyle
footwear, apparel and accessories.
http://www.newscom.com/cgi-bin/prnh/19990818/NIKELOGO
http://photoarchive.ap.org/ DATASOURCE: Nike, Inc. CONTACT: Rob
Aldinger, +1-212-367-4438, or Nate Tobecksen, +1-212-367-4429, both
of Nike, Inc. Web site: http://www.nike.com/ Web site:
http://www.nikebiz.com/
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