Word: nikes
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Dates: during 1990-1999
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Among the most widely recognized is Portland's Wieden & Kennedy (1996 billings: $525 million). Its gritty, muscular spots for Nike featuring Tiger Woods and Michael Jordan have helped the athletic-shoe maker uphold its market leadership; other clients include Microsoft, Coca-Cola and Miller Genuine Draft. President Dan Wieden counts acid-dropping Merry Prankster Ken Kesey, author of One Flew over the Cuckoo's Nest, as a friend, which might give some hint as to the agency's creative mind...
While Gen Xers may be avid shoppers and dominate the market for designer jeans and expensive sneakers, they are as skeptical of the media as they are of politics. The hippest ads tap into their hostility toward hype. "Don't insult our intelligence," read one Nike magazine spread. "Tell us what it is. Tell us what it does. And don't play the national anthem while you do it." Sprite rocketed from seventh to fourth best-selling soft drink after scrapping its schmaltzy jingle, "I Like the Sprite in You," in 1994 in favor of the slogan "Image is nothing...
...free from the conformist pressures of a nation at war. We've found our own, unique identity as a generation that thinks and does as it pleases. The peace dividend has allowed us to live abroad more often and for longer than any other generation. Technoliths like Microsoft and Nike are earning their spectacular growth on the backs of twentysomething executives who work overseas and are fighting not only for the cause of their chosen company but also to propagate a belief system that has served us well. It is a pragmatic idealism as intense as the fire that sent...
With new groups possibly on the way, PBHA may also be able to strengthen at least one of its present programs through an alliance with Nike. The company has asked Cambridge Youth Association, a PBHA program, to help recruit volunteer coaches for youth sports. In exchange, students participating in the program will receive a stipend from Nike...
...spin. American Express is feeding the hungry. Alarm company ADT gives away personal-security systems to battered women. Avon Products is helping fund the fight against breast cancer. Kimberly-Clark is building playgrounds in poor neighborhoods. Barnes & Noble promotes literacy. Coca-Cola is sponsoring local Boys and Girls Clubs. Nike, Wal-Mart, Home Depot, BellSouth, MCI and Starbucks all have pet social causes, as do countless other companies big and small. There are some 800 companies belonging to a San Francisco-based group called Business for Social Responsibility...