For Nike, Sears Just Doesn’t Do It

This article in the New York Times reports that Nike has decided to stop selling its shoes and clothing at Sears. The speculation is that Nike is afraid of having its brand end up at whatever types of low-end stores emerge from the Sears/Kmart merger.
I actually think this is a great move by Nike. They’re protecting their brand. Many brands have been hurt by the get-our-stuff-into-big-box-retailers-at-all-costs mentality. Sometimes, exclusivity pays off. (The opposite here is Levi’s, which you can buy at Wal-Mart now.)
And as an aside, I think Kmart’s troubles are all Rain Man’s fault. He had the best tagline of all time:
“Kmart sucks.”

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.