In this campaign, the sneaker giant is banking on the rivalry between Roger Federer and Rafael Nadal and touting a potential finals showdown between the two at the U.S. Open.
The players have even been given boxer-type nicknames: Roger "The Magician of Precision" Federer and Rafa "Matador of Spin" Nadal.
Ken Dice, Nike's VP-U.S. brand management said, "Nike has always been about collaboration with its athletes. So we brought in a promotional expert to help promote the U.S. Open and this rivalry in a way that maybe we haven't done in a very long time."
The effort will include print executions in local newspapers, a digital component and outdoor advertising. The effort will also incorporate wild postings and street teams.
"We'll also use the viral-video space to make sure that for the next two weeks we continue to push messages celebrating Roger, Rafa, the U.S. Open and New York City," Mr. Dice said.So what if they don't meet in the U.S. Open final?
"We're keeping our fingers crossed that they do meet -- that's the whole point, and we honestly think that they will, especially the way they have been playing lately," Mr. Dice said. "[But] even if they don't, it will be a great moment for Nike, tennis and these two players and the city of New York."(Via AdvertisingAge; Images by Astrid Stawiarz/Getty Images North America)