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Nike’s New Campaign Focuses on Action Sports

06/02/2011

By TANZINA VEGA

In an attempt to leave no sport unmarketed, Nike, the sports apparel manufacturer, will begin the next phase of its current “Just Do It” campaign with a focus on action sports like skateboarding, snowboarding and surfing.

The new campaign, called “The Chosen,” is Nike’s largest effort at moving into action sports, and will feature athletes like the skateboarder Paul Rodriguez (or P-Rod), the surfer Laura Enever and the snowboarder Danny Kass.

“When we looked at action sports, we saw a unique consumer segment that was underserved in terms of product innovation,” Mark G. Parker, Nike’s chief executive and president, said at a shareholder meeting in May.

Action sports are a $390 million business for Nike, and executives hope that figure doubles over the next five years. Nike’s biggest competitors in the youth-oriented action sports arena include brands like Quiksilver, O’Neill, Volcom and Billabong.

Big brands that want to enter the action sports market have to contend with the somewhat insular culture of certain sports and with the athletes’ loyalty to smaller, edgier brands. For the last few years, Nike has been on a steady mission to penetrate the market by creating sub-brands like Nike 6.0 and buying smaller brands like Hurley.

And they seem to be getting it right.  Read more here.