Could Nike Be Running Away From Wieden?

Nike has used other shops for advertising before (i.e, Goodby and Chiat/Day), and they use other agencies for projects and things, but this Adweek article suggests a real big shift may be on the way:

The first piece of business likely to be up for grabs, sources said, is the client’s U.S. running shoe account, currently handled by Wieden + Kennedy.
The Nike rep, Dean Stoyer, would not discuss potential contenders or assignments. But sources said that on Friday Nike informed Wieden, the client’s primary agency for 24 years, that the running shoe account would be put into review. Spending is undisclosed.
Crispin Porter + Bogusky, which has been in talks with Nike for months, is said to be a likely contender for the business. While one source said the account is already headed to the Miami-based MDC Partners shop, the Nike rep said, “No decision is imminent to give a piece of business to any agency.”

Wieden + Kennedy made Nike what it is today. And vice versa. Is this a good move? Bad move? What agencies should (or shouldn’t) try to get the sneaker side of the business?

About Dan Goldgeier

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. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.