Nike hires youth brand specialist

by MARK KLEINMAN, Marketing 21-Nov-02

Nike has poached a branding specialist from Interbrand to fill a new role overseeing its efforts to re-engage youth audiences through style-based marketing campaigns.

Louise Dawson, who was a strategic consultant at Interbrand, joins the global sportswear company as brand initiatives leader. She will be responsible for Nike's UK campaigns such as 'Freestyle'. It was created by Wieden & Kennedy and broke at the beginning of the year in an attempt to show how Nike gear helps consumers express themselves as individuals.

The ads featured people performing a range of choreographed routines using footballs and basketballs and attempted to position Nike at the forefront of stylistic and cultural expression.

Dawson, who will work alongside Nike's UK urban marketing chief Benj Fearn, will also work on Nike's brand and media strategy as it bids to find new ways of communicating with teenage and young adult consumers.

This is likely to involve greater use of ambient and viral messages, rather than its traditional reliance on above-the-line communications.

Dawson declined to comment as Marketing went to press.

An international ad campaign, called 'Weather', is running at the moment to support Nike's commitment to amateur running.

Dawson's appointment comes as Nike continues its assault on the sportswear market against rivals such as Adidas and Reebok.