Nike appoints AKQA for global football activity

by Gareth Jones, Marketing 18-Sep-07, 09:00

LONDON - Nike is rolling out a digital marketing strategy aimed at cementing its links with football around the world.

The sportswear company has appointed AKQA as its global digital agency for all its football-related online projects across Europe, Asia-Pacific, Latin America, the US and Canada.

The decision represents a shift for Nike, which is believed to have previously collaborated with LBi on football-related digital projects, including the launch of its Nike Football web portal. It already works with AKQA on a number of web-development briefs.

Nike is stepping up its association with grass-roots football through the launch of a nationwide scheme to promote the sport to youngsters ahead of Euro 2008 (Marketing, 12 September). The 'urban football' initiative will comprise a series of Nike-branded sports events.

The UK scheme follows Nike's launch of a '90 Days of Football' project, which encouraged children in countries in the Asia-Pacific region to improve their skills by signing up to a special training programme.

Nike spends just £269,000 of its £9.2m UK media budget on online advertising, according to Nielsen Media Research. However, it is set to increase this during 2008.

Earlier this year, Nike was forced to defend itself against accusations that its Total 90 Laser boots were to blame for a foot injury sustained by England striker Wayne Rooney. The brand reacted strongly, stating that the player's injury 'had nothing to do' with him wearing the boots, which are favoured by dozens of Premier League players.