Duffy & Shanley will provide promotional and public-relations support for Nike's golf division in an effort to establish the 2-year-old brand in the minds of consumers.
Spending will initially run in the six-figure range, according to Jon Duffy, president of the independent agency in Providence, R.I. Leveraging the Nike name beyond the golfing trade is the main mission for D&S.
The business will be headed by account supervisor Amy Quinn.
Duffy & Shanley's first project will be to support the launch of Nike's Power Distance Super-Soft golf ball, sponsoring a tour through Myrtle Beach, S.C.; San Diego; Phoenix; and Orlando, Fla., with product giveaways and demonstrations, Duffy said. The agency is also building promotional campaigns for Nike's new Pro-Combo golf irons and titanium drivers.
"Sports has always been part of the culture here over the years," Duffy said. "Nike's a great addition to our list."
The Beaverton, Ore.-based client became familiar with D&S during the agency's promotion of Pinnacle Golf's Pinnacle Distance Challenge tour, which ended in Las Vegas last month. Nike tapped D&S for the new assignment following a review of undisclosed shops, Duffy said. Nike's advertising con tinues to be handled by Wieden + Kennedy, Portland, Ore., which has held the business for 20 years.
Nike becomes a marquee name on the agency's growing roster of sports clients, which includes Fox Sports Net New England, ESPN, Schwinn and Teton Gravity Re search.
In early 2003, D&S will help launch Nike's Golf Learning System, a line of clubs, balls, bags, footwear and gloves designed for the youth market. Media relations and event promotion are in the works.