Gawker Creates Nike-Backed Blog

NEW YORK Gawker Media yesterday launched a Weblog dedicated to Nike’s “Art of Speed” site, which features up-and-coming filmmakers and artists’ interpretations of speed.

Slated to run for a month, the blog (www.gawker.com/artofspeed) will explore the films, their creators and the technology of contemporary filmmaking. Remy Stern of NewYorkish.com will write the blog.

The Nike-backed blog marks the debut of Gawker’s contract publishing unit, which will act like an offline magazine group and create special advertising sections.

The move was expected. Last month, publisher Nick Denton told Adweek that he was working with an apparel brand to create a blog that speaks to its niche [Adweek, May 17]. Independent Wieden + Kennedy in Portland, Ore., is responsible for the “Art of Speed” site, which looks to appeal to consumers who buy limited edition Nike gear based on its design.

Gawker is currently extending the contract publishing service to other major advertisers, including the John Kerry campaign, Brooklyn Academy of Music and CNET Networks, said Denton.

The New York-based publisher has already turned down several jobs because the idea was not right for Gawker or its roster of writers, Denton said. “Procter & Gamble could write a toilet paper Web site, but we wouldn’t help them with it,” he said.

Among topics best suited for contract Weblogs are movies, books, magazines, consumer electronics and video games.