Word: swooshing
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...SWOOSH Nike partly shelves its famous insignia. Image problems? Falling sales? Of course: blame the logo...
...swish, a swoosh, the snick-snack-snick of dueling blades--the nice thing about swordplay is that it doesn't make a lot of noise. When cold steel is their weapon of choice, men can actually exchange snappy dialogue while engaging in mortal combat. Better still, when heroism and villainy go at it mano a mano, a certain clearly identifiable humanity as well as a certain cinematic grace and fluidity is imparted to their conflicts...
Jobs says the shape is more important than the colors anyway. Referring to Nike's famous symbol, he adds, "The shape is our swoosh...
...lighter than current models. "It's going to rock the shoe world," says Mike Moyle, CEO of Eurosport, a leading mail-order catalog. Despite its investment of hundreds of millions of dollars, Nike is outsold by Adidas 3 to 1. But it has made some inroads: the swoosh is the No. 2 brand in the U.S. and moving up in the rest of the world...
Nike will also try to be more accessible to consumers by continuing to develop subbrands. The first of those is brand Jordan, whose Jumpman logo has replaced the swoosh on those famous sneakers. Nike expects to sell $300 million in Jordan merchandise in fiscal 1998 and considers the brand to have billion-dollar potential. And Nike is creating a golf division around its $40 million swinger, Woods. He has his own brand, aimed at younger, more athletic golfers, and his togs carry his own logo, a swirling yin-yang emblem designed to reflect his Buddhist beliefs as well...