Word: appareled
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...smaller by developing categories such as golf, soccer and women's as separate business units. A gentler new ad campaign with the tag line "I Can" will augment--but not replace--"Just Do It." The company is also betting heavily that a new Alpha line of shoes and apparel, to be introduced late this year, will swing momentum back in its favor. "What we have to do is re-energize ourselves, starting with the product," says Knight...
...paying the University of North Carolina to wear its wares. A long-standing criticism is that it uses extravagantly paid endorsers to sell overpriced sneakers to underprivileged kids. The company has been tarred by an image as a sweatshop operator that exploits Asian workers who make shoes and apparel for Nike subcontractors (see box). Nike's efforts to be a good corporate citizen, and they have been considerable, have been unavailing in the public forum...
Nike is banking on a new line known as Alpha to turn the U.S. business around starting late this year. A coordinated line of shoes, apparel and equipment (including watches and eyewear), Alpha represents a tripling of its R.-and-D. investment since 1995. In shoes, Nike is spreading air around, moving the cushioning from the heel through the midsole. It promises a form-fitting heel, more flexibility and reduced weight of shoes in all the categories...
...apparel, Nike is attempting to turn sweatshirts and shorts into real athletic equipment that it calls "total performance product." Its fabric is skinlike, a point being made by a series of ads that feature pictures of such star athletes as Michael Johnson, Scotty Pippin and Gabrielle Reece wearing not so much as a sock...
...Fishing and apparel will always be a part ofthe city, but it is really time to think aboutwhat will succeed these industries," said John K.Bullard '69, an IOP fellow and a former mayor ofNew Bedford...