Nike in its latest marketing offensive has decided to shift its focus on non-traditional media to promote its shoes and athletic apparel. The ad industry at present is busy experimenting new ways of advertising, which indicates towards new media and a shift of dependence from traditional media.
In its forthcoming strategy Nike is continuing its association with the basketball star LeBron James to promote its line of sneakers. The new campaign has been named, Nike Air Zoom IV and the campaign is scheduled to appear on a number of websites including sites of ESPN, MTV and NBA. Further, the campaign will distribute 400,000 copies of DVDs about the making of shoe and the ad campaign.
The campaign is not restricted to new media as it includes traditional media as well such as TV commercial, print advertising and outdoor advertising.
Excerpts from the Air Zoom LeBron IV Promo DVD
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