The Week: Advertising News - Nike in football initiatives

Nike is to launch an "urban football" initiative, a series of branded sporting events, to promote football to young people ahead of the Euro 2008 finals.

The scheme will be advertised by a campaign created by Wieden & Kennedy and an online social network, which will be created by AKQA. It replaces Nike Run London, the sportswear manufacturer's annual 10k race, which has been staged every year since 2001. Going forwards, Nike also plans to launch a London-specific event.