Nike to alter sports bra ads for some magazines

Cuneo, Alice Z.; Friedman, Wayne; Kerwin, Ann Marie
July 1999
Advertising Age;7/19/1999, Vol. 70 Issue 30, p1
Trade Publication
This article reports on the changes to be made to the print advertising campaign for the Inner Actives sports bra from Nike in the U.S. in 1999. The advertisement, developed by Goodby, Silverstein & Partners and set to break in August, shows a frontal shot of a woman without a shirt or a bra. To avoid any risk of magazines being pulled off shelves and minimizing the audience for the Nike campaign, executives at Conde Nast Publications counseled Nike to do versions of the advertisement. The company's media buy includes Essence, Jane, Latina, Marie Claire and YM. The marketer claims the Inner Actives bra improves comfort as well as reducing vertical motion by 30 percent as compared with rival products.


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