Word: swoosh
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...president and former shoe designer who has been Nike's chief strategist. "It is not just a better definition of what our epicenter is but what we are all about." That's why, for instance, Nike bought Canstar Sports, which makes Bauer hockey equipment and inline skates; why the swoosh has been extended, with middling results, to other equipment such as bats, balls and gloves; and why the company created an entertainment division to produce events featuring Nike stars...
Nike is reassessing everything, from the way it sells to retailers to the number of times the famous swoosh appears on products and in advertising. It will try to act 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...
...current malaise of the footwear category. "The way it came about was clearly the proliferation of a single brand," Fireman said at February's Super Show, the industry's big trade fair. As Nike pulled away over the past couple of years, retailers began to up their swoosh orders. At the urging of retailers (they hate having any one brand dominate), competitors began to ape Nike's look. Says Fireman: "I don't think anybody had bad intentions, but we were fools to follow...
...last week as he busied himself with Important Work to prove he was moving beyond the campaign-finance scandal. The week's events and ceremonies were related to some of his favorite subjects--education, the environment, Internet smut--but Gore's performance was frequently off-key. The swoosh of his basketball in the Woodrow Wilson Middle School gym may have been exhilarating, but it could not make up for what had come before: a listless, interminable session in an overheated school library during which Gore droned on and on, consulting index cards and discoursing on the role of public education...
With the first swoosh, the record was shared. With the second, it was broken...