Sportswear giant Nike is kicking off a $US1 billion dollar ($A1.4 billion) global media review.
Nothing says the end of the year and a fresh 2022 like kicking off a huge media review.
The last time Nike attempted this kind of overhaul was nearly a decade ago – which might be because the brand has been killing it in terms of brand visibility and marketing.
Let’s face it – no one does it quite like Nike does.
Who can forget the “You Can’t Stop Us“ or Nike’s most recent “Tomorrow” campaign via longstanding creative partners Wieden+Kennedy?.
Or if you want to look further back it’s work with Colin Kaepernick. That saw the brand face a boycott while also being heaped with praise and becoming part of the cultural conversation.
Still, the brand is seemingly ready for a change. According to Campaign Live, all the companies Nike works with have received a request for information. So we are talking about everyone from Publicis Media to GroupM.
They are also all invited to pitch and attempt to win them over. There’s nothing like adding Nike to your resume to give your agency some real clout, so we can imagine agencies will be throwing everything and the kitchen sink at this.
Shortlisted agencies will also receive a right to pitch earlier next year.
Of course, this kind of shakeup means some agencies could lose one of their biggest clients. Champaign Live reported that Wieden+Kennedy could stand to lose hundreds of millions if Nike decides to go with a different agency.
This will absolutely be interesting to see play out.
