W&K on alert as Nike overhauls ad strategy

Nike is reviewing its $500 million creative account, with Wieden & Kennedy set to lose a significant portion of the business. The Miami-based Crispin Porter & Bogusky has also emerged as the frontrunner to pick up several key Nike accounts.

W&K on alert as Nike overhauls ad strategy

Nike's American football, outdoor and running creative accounts are under review, but the soccer, golf and basketball businesses are thought to be remaining with W&K.

The review is being led from the US, but is likely to include ads shown in the UK, particularly in the running and outdoor categories. Although W&K's London and Amsterdam offices are expected to be less affected than Portland, W&K's "Run London" is one part of the UK account that could be under threat.

A US spokesman for Nike, Dean Stoyer, confirmed that the sports company is in discussions with other agencies, but said no appointment had been made.

"As we grow the business, and brand communications evolve, we've got to look at some of the different possibilities available," Stoyer said. "We had a frank conversation with Wieden & Kennedy and are now looking at other agencies to add to our roster."

W&K has had the Nike business for 25 years, during which time it coined the "Just Do It" tagline. Nike revenues have grown from $3.5 million to $15 billion in that period, with Stoyer adding that a factor in the review was Nike's wish to increase that figure to around $23 billion by 2011.

The review is a major blow to W&K, which has been synonymous with Nike advertising for more than 20 years.

W&K refused to comment.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content