Nike, Inc.: I Can campaign
Rebecca StanfelOverview
On January 1, 1998, Nike Inc., the world's largest athletic shoe company, launched a new advertising campaign. Although Nike was the undisputed leader in the American athletic footwear market, its performance began to slip in 1997. Confronted by fierce competition from other sneaker companies, an emerging casual shoes market, and a rash of negative publicity regarding its labor practices in the underdeveloped countries where it manufactured its shoes, Nike turned to its longtime advertising agency, Wieden & Kennedy, to craft a marketing effort that would reposition the Nike brand. Nike had long...