• Ad Age, Thursday, March 15, 2007 11:15 AM

Wieden + Kennedy, which helped create the Nike swoosh and "Just do it" slogan, will not pursue a new running category that the sneaker and apparel maker has put into review, according to insiders. The agency, which has most of Nike's $220 million account, will stick with the business it has.

The client recently told Wieden, its agency for over 20 years, that it would expand its agency roster, only the third time Nike has reached out to other shops. A "category alignment" by the marketer prompted the review, as it has long divided its business into footwear, apparel and equipment, with footwear being everything from basketball to soccer shoes.

Now, Nike has created five global categories: women's fitness; running; basketball; men's training; and soccer. Each is responsible for all its elements, and Nike says its sports-culture business will be handled across all consumer categories. "Dan [Weiden] has decided to focus on what [Nike billings and accounts] the agency has," says one executive, who adds that the agency expects to keep most of Nike's work. A spokeswoman for Wieden declines comment.

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