Word: nike
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Dates: during 2000-2009
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...Ning Sports Goods, China's largest athletic-shoe and apparel company, built brand awareness the same way Nike did--by getting a revered athlete to hawk its products. But while Nike had to hand over millions in endorsement fees to basketball superstar Michael Jordan, Li Ning Sports Goods just put its eponymous chief executive in front of the cameras. Li Ning, a former gymnast, won the hearts of millions of Chinese when he took six medals--three of them gold--at the 1984 Los Angeles Olympics. Since he founded his company in 1988, Li, 39, has doubled as its spokesman...
Help is here for America's students, who, come fall, once again will carry the weight of the world on their shoulders--in overstuffed, spine-compressing backpacks. Nike has just introduced the BioKNX load-management system--O.K., an ergonomic book bag--which helps redistribute the weight of all those texts. It has wide, padded straps, "air pods" that look like bubble wrap--to protect the lumbar region--and a padded waist belt that shifts weight from the spine to the hips. A molded plastic panel inside the pack supports the spine...
...sedative - he was expelled after a sprint tussle left a fellow rider lying in the road with facial injuries. SOCCER A Cagey Game With 2002 viewing figures expected to beat 1998's 33.4 billion, the World Cup is a tide that floats the boat of many advertisers who, like Nike, do not even sponsor the competition. Adidas, an official sponsor, is the leader in the soccer goods market and happily promotes the familiar values of teamwork in its advertising. Nike's campaign, condemned by the governing body FIFA as "ambush marketing," is trying instead to reinvent soccer. Scorpion Knockout...
...riot of ugliness erupting all around, and the creeping fear that another decade or so is all that separates this once lovely spot from becoming Pattaya-on-the-Mekong. "This was still mostly farmland 10 years ago," says Junfong Suphan, 48, a farmer who now sells counterfeit Nike clothing shipped down from China. Her stall in the town of Chiang Rai is one of dozens clustered near a towering sign that welcomes visitors to the Golden Triangle. Across the main road, the strip of guesthouses, bars, restaurants, souvenir shops and accompanying lurid signage expands daily. "I used to grow tomatoes...
DIED. JAY CHIAT, 70, idealistic adman whose influential Los Angeles-based firm, Chiat/Day, pioneered the "West Coast style" of conveying strong messages without prominently featuring logos, as in Nike's 1984 billboard portraits of Olympic athletes with a tiny swoosh in the corner; of prostate cancer; in Marina del Rey, Calif. Among the firm's other creations: Apple's 1984 campaign (based on the Orwell novel) to introduce the Macintosh PC, in which a brightly dressed woman rebels against look-alike zombies; and the drumming Energizer Bunny. A tough boss, Chiat once said, "My real talent was for losing clients...