Nike Puts Alpha Project on the Shelf

Marketer Rethinks Strategy While Total Spending Hits $350 Mil.
SAN FRANCISCO–New work from Goodby, Silverstein & Partners for Nike’s Alpha Project has been placed on hold indefinitely, as Nike considers how to move ahead with advertising its premium products, sources said.
The shift comes as Nike said it will boost its overall ad budget by $50 million in the fiscal year that begins June 1, raising its spending to an all-time high of $350 million. Nike executives said the extra dollars will come from continued reductions in expenses.
Wieden & Kennedy’s Alpha work in Europe and Asia is unaffected.
At least two new Goodby ads for Alpha that were headed for production have been halted, sources said last week.