no. Not a Kevin Federline post.
Trevor Edwards is Nike’s corporate vice president for global brand and category management. And he's spending just 33 percent of Nike's $678 million United States advertising budget on ads with television networks and other traditional media companies. That’s down from 55 percent 10 years ago, according to the trade publication Advertising Age. (all courtesy of NyTimes and Bill, who led me out here into these woods.)
Obviously this is bad news for traditional media outlets. But is it necessarily good news for interactive agencies? The business of connecting with consumers can mean a lot of things that don't involve the web. Or an iPod. Nike pretty much invented the modern athletic endorsement.
Of course on the heels of a quote like that, wouldn't it be cool to see a bunch of TV and magazine channels lose Nike's phone number and stop returning their calls? You don't need US? Fuck you Nike, we don't need YOU.
Of course it won't happen. Now if you'll excuse me, I'll just curl up with the latest issue of AdBusters and dream.