• Ad Age, Friday, August 22, 2008 10:45 AM

Nike kicked off a "Grapple in the Apple" campaign Thursday with a boxing match-style media event featuring flamboyant boxing promoter Don King and the No. 1- and No. 2-ranked players in tennis, Rafael Nadal and Roger Federer. Nike has endorsement deals with both and is looking to capitalize on a potential finals showdown between the two at the U.S. Open, which begins next week, by suggesting they're engaged in a heavyweight championship bout.

The players have been given boxer-type nicknames: Roger "The Magician of Precision" Federer and Rafa "Matador of Spin" Nadal. The two have met in the finals of the last two Grand Slam events, the most recent of which was an epic five-set battle at Wimbledon that many have called the greatest tennis match in history.

The effort will include print executions in local newspapers, a digital component and outdoor advertising. The effort will also incorporate wild postings and street teams. "We'll also use the viral-video space to make sure that for the next two weeks we continue to push messages celebrating Roger, Rafa, the U.S. Open and New York City," says Ken Dice, Nike's vp-U.S. brand management

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