Word: nike
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...from 1,000 in 1984. Such Japanese firms as Bridgestone and Fuji are ATB top sellers in the U.S. But back home, many Japanese consumers prefer American bikes from Diamond Back, Specialized, GT, Schwinn, Trek and Cannondale. They are also snapping up stylish U.S.-made cycling clothes from Nike, Hind and other firms...
Take Subaru. After more than 15 years with the New York agency Levine, Huntley, Vick & Beaver, Subaru of America in June awarded its $60 million account to Wieden & Kennedy, the hot shop in Portland, Ore., that handles Nike's ads. Subaru hopes the right ad campaign will help boost U.S. sales from last year's 108,000 to as many as 150,000 in 1992. Said Chris Wackman, Subaru vice president of marketing: "Consumers are looking for qualities like safety, affordability and rugged performance, all of the things that Subaru represents. We've always been called bulletproof...
Jordan, whose gleaming visage is probably more familiar to American kids than that of Leonardo's lady, is an icon that grows more revered by the day. Millions more people have seen him pushing Nike Air Jordans, Pepsi and Wheaties than performing magic -- make that outperforming Magic -- on a basketball court. But all the commercial hype and publicity fade away when he does play, for Michael Jordan is the artwork and the artist, the poem and the . poet. He reinvents the sport every time he rises -- and rises -- into the air. He plays the game without cliche...
...created the market for black-movie rage: Spike Lee. This acerbic auteur is probably best known as Michael Jordan's best pal Mars Blackmon, the hyperverbalizing Nike footwear flack on TV. But with scathing screeds like Do the Right Thing (1989) and the current Jungle Fever, Lee, 34, has carved a niche for fierce minority movies -- a niche that can be enlarged by other directors who are even younger, more choleric, closer to the action if not to the edge. Call them the Spikettes...
...Raiders this year is not immediately at risk, but it will be if the effects of the injury persist. And a foreshortened sports career may truncate his higher-paying second job as the endorser of Diet Pepsi, AT&T and various sports medicines -- plus his starring role in Nike's "Bo Knows . . ." commercials. All that off-the-field effort brings in about $5 million a year...