Nike signs up as sponsor of Land Rover G4 Challenge

by Sam Matthews, Brand Republic 20-Oct-05, 14:00

LONDON – Nike has signed up as the official clothing sponsor of the 2006 Land Rover G4 Challenge series, which is to be broadcast around the globe.

All competitors in the four-week extreme adventure challenge will wear Nike All Conditions Gear, the US sportswear giant's hard-wearing line.

The challenge, which incorporates 4x4 driving, kayaking, mountain biking, climbing and abseiling, will showcase the latest Nike ACG range across the globe, with pan-European, Asian, US and Middle Eastern broadcasters signed up to screen the event.

Nike will also benefit from close-up camera shots and promotional material showing competitors undertaking the various challenges in temperatures from -20 to +40 degrees in countries including Thailand, Bolivia and Brazil.

The deal, brokered by WPP Group sports marketing agency Prism, marks the first time Nike has signed for the challenge, replacing Land Rover's own brand of clothing used in the 2005 Challenge.

Nigel Griffiths, general manager for Nike ACG said the Land Rover G4 Challenge was the perfect arena to prove and develop ACG apparel.

"With such a breadth of activity, and a balance between strategy, stamina and skill, it provides a true example of the extreme adventure conditions in which our All Conditions Gear thrives," he said.

Niki Davies, event director of the Land Rover G4 Challenge, said: "We are pleased to welcome Nike ACG on board. The All Conditions Gear combines practicality with comfort and style, a great mix that will suit the urban and remote stages of the challenge".

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.