Word: nike
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...English-speaking TV viewers, the phrase might have meant anything: "Mayieu kuna. Ijooki inamuk sapukin." So when a recent TV commercial for Nike sneakers featured a traditionally dressed Samburu tribesman in Kenya uttering those words in Maa, the local tongue, an English subtitle was thoughtfully provided: "Just do it," which is the slogan from Nike's current campaign...
...high school that Jordan began a lifelong obsession with basketball shoes. "There is something about new basketball sneakers that makes you feel better and play better," he says. Nike, Inc., was smart enough to exploit that passion. The firm had done reasonably well with its running shoes, but his namesake black-and-red Air Jordan sneakers put Nike on the basketball-shoe map in 1985 and sent its revenues into orbit, helping to generate more than $70 million in sales the first year. During the season, Jordan satisfies the dreams of dozens of admiring fans by giving away a pair...
...ProServ, a Washington-based sports marketing firm, Jordan will earn an estimated $5 million off the court this year. His list of corporate endorsements keeps growing: Chevrolet, McDonald's, Coca-Cola, Johnson Products (personal-care items produced by one of the largest black-owned businesses in the U.S.), Nike. And last fall Jordan became the first basketball player ever to appear on a box of Wheaties...
...week descend on about 125 outlets in town to get the real stuff. Young couples from Manhattan take an hour's drive on Saturdays to stock up on Fieldcrest sheets; Philadelphia Main Liners trek some 40 miles for Harve Benard outfits. Suburban moms motor in for the kids' Nike running shoes, and senior citizens on bus tours from as far away as central Pennsylvania buy Carter's clothing for grandchildren. Even given the discounts, Flemington merchants grossed about $100 million last year, and they expect to do better this year...
...manufacturers provide the merchandise free in an effort to snare new customers. Boston's Ritz-Carlton offers Rockport walking shoes, Spalding baseball equipment and Canadian Royal skates. The rival Four Seasons Hotel in Boston hands out Reebok shoes. At the RiverPlace Alexis Hotel in Portland, Ore., guests can don Nike jogging suits and shoes. The sporting-goods company, based in nearby Beaverton, is negotiating with three leading hotel chains that are interested in offering Nike products nationwide...