Nike is keeping up a strong presence throughout Euro 96 by transmitting
live news and comment on the tournament from a specially designed site
on the Cromwell Road in London.
The six-metre-high electronic screen, located at London’s busiest poster
site, is directly linked to Simons Palmer, Nike’s agency, which has set
up a team to monitor events at Euro 96 and provide instant coverage.
Clare Dobbie, Nike’s advertising manager, said: ‘Nike wants to add to
the public’s enjoyment of the tournament. Hopefully we’ll liven up the
long, slow drive down the Cromwell Road.’
The flag of each nation taking part in the championships forms part of a
backdrop to the sign, and will ‘respond’ to events as they happen by
being raised and lowered to reflect the fortunes of the teams. Once a
team is eliminated from the competition, its country’s flag will be
In a second initiative this week, Simons Palmer is responding to Eric
Cantona’s exclusion from the French team with a giant new poster,
showing the Manchester United player grimacing against the French flag,
and the words: ‘Rebel without a cause.’
Peter Bracegirdle, the account director on Nike at Simons Palmer, said:
‘Cantona’s rebellious nature cost him his place in the French team. This
ad is a recognition of the fact that the British think he ought to be
Cantona is believed to have been left out of the French squad for a
number of reasons, including calling the national coach a ‘bag of shit’
in a Nike commercial.
Media for Nike is handled by Manning Gottlieb Media.