FCB Gains 2 Footholds on Nike’s Global Roster

Wieden Sees Its Turf Encroached on in Brazil, Australia
NEW YORK–Foote, Cone & Belding has won two overseas assignments for Nike, the client confirmed.
The assignments in Sydney, Australia, and Brazil were awarded in March and April, respectively, a source said. Billings were undisclosed.
Giovanni FCB in Brazil beat out 12 other agencies in a review that included DM9 DDB, S-o Paulo, and J. Walter Thompson as finalists.
FCB confirmed the win but referred calls to the client. A Nike representative acknowledged that FCB had won new overseas business but declined to offer further details on product or billings.
The addition of a third shop to the athletic giant’s roster marks another case of encroachment on the turf of lead agency Wieden & Kennedy in Portland, Ore.
In addition to the U.S., Wieden also handles Nike business in parts of Chile, Argentina and Mexico, plus a wealth of overseas work.
Goodby, Silverstein & Partners, San Francisco was enlisted last year and now works on Nike’s women’s line domestically.
Nike’s newest foray into the Brazilian market began in April. “They were not fully established in Brazil before,” one FCB source said. “They’re going to be very aggressive down there marketing a full line of Nike products.”
Another source said Brazilian consumers view Nike as a “carpetbagger brand that outfitted soccer stars,” such as the Brazilian national soccer team.
In an effort to give Nike a more grassroots identity, one Giovanni FCB spot depicts a barefoot runner without ever showing the product, the source said. Calls to Nike in S-o Paulo went unreturned at press time.
FCB Sydney competed against four undisclosed shops before winning some Nike apparel and its Air Terra Goatek running shoe.
In one Sydney TV spot now airing, a man wearing Goatek shoes races a goat up a mountain as Julie Andrews sings “The Lonely Goatherd,” from The Sound of Music. The man wins, jauntily addressing his competitor as “loser.”