Nike Ups Its Content Game

The New York Times looks at Nike’s effort to meet its consumers where they live.

“We’re not afraid to try new things,” said Adam Roth, director for United States advertising at Nike in Beaverton, Ore. “We focus on flying out on the bleeding edge.”
“Our marketing model is evolving pretty quickly,” Mr. Roth said. “It’s fair to say we’ve gone deeper into pushing content into the world consumers are already living in.”
“The younger consumer digests media in so many different ways,” Mr. Roth said. “It presents more opportunities, but it’s also a challenge because you can’t drive them to any one channel.
“So we use TV now as a catalyst to extend a larger idea into different areas.”

Deep Focus, an interactive agency based in Brooklyn, is now working with Nike’s longtime agency of record Wieden & Kennedy to produce tightly integrated campaigns for the athletic wear giant.