From Ad Age:
Mired in a stagnant $17 billion athletic-footwear market, Nike is trying to juice up its business by launching an upscale urban fashion line.
Blue Ribbon Sports, which was the original name of the company that later became Nike, has been resurrected as an urbran fashion wear line.
The company has quietly introduced Blue Ribbon Sports — the company’s original name as coined by founder Phil Knight — an exclusive brand of urban-themed clothing available only at such high-end retailers as Barney’s and Fred Segal.
It is interesting to see Nike playing catch-up for once, with Adidas already going upscale. How will the company that Michael Jordan built do with Blue Ribbon Sports?