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« Wednesday « March 10, 2004
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A Different Campaign for Nike
(NY Times)
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I used to like Agassi. But these Nike ads, with him appearing as a Red Sox ... it's making this Yankee fan sick. What kind of branding strategy is it to associate your product with a team that hasn't won anything in more than 60 years? Of course, the thing about branding is that it's aspirational, so you do have the Red Sox, year in and year out, aspiring to beat the Yankees ... and failing. Nike's obviously in serious decline.(Registration required.)
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