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Nike Campaign Indirectly "Thanks" Imus

Ad Age, Wednesday, April 18, 2007 11:15 AM

Following the national uproar that prompted sponsors to yank their advertising from Don Imus' radio show and TV simulcast, Nike took out a full-page ad in the Sunday New York Timesthat indirectly thanks Imus for bringing the issues of race relations and sexism to the forefront. The ad, which does not mention Imus by name, reads, in part: "Thank you for making all of us realize that we still have a long way to go."

This week, digital applications in the form of banner ads will run on Flip.com, Cosmogirl.com, Seventeen.com, ESPN.com, FoxSports.com and NikeWomen.com. Each digital application will allow the user to send the ad to a friend.

Dean Stoyer, Nike's U.S. media-relations director, says the company was inspired by the women's team at Rutgers, which happens to be a Nike school. Nike did not use Imus' name or image in order to keep the focus on moving ahead with the dialogue.

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