I always wonder what that one deciding factor is when a company chooses a new agency to represent them. I don’t know what it was that made Nike chose to move their running-shoe from their longtime agency to someone else. Why would you make a change in just one department, especially when your company led the market share in footwear last year?

I’ve seen the first commercial from the new agency, and I must say, I am not impressed at all. It looks like a cross between a commercial with the Capital One Caveman and trying to get you to buy a new gym membership. Nike’s goal is to promote their shoes to the more “serious” athlete in each sport. Sounds like a good idea, right? But why would you choose to use the tagline: Need Motivation. Run with Nike Plus? I’m sorry, but I would think that if you were a serious runner, you wouldn’t need the motivation to get out there and run. I’m a serious runner and at this point, I don’t care about what Nike Plus, a mileage counter, a pace counter, a music device, etc…can do for me while I work out. I want to know what the actual shoe can do for me and my body.

I’m curious to see the results of this campaign and to see if it actually increases Nike’s running shoe sales. I do think the sales for this campaign would be higher if they targeted those people that are moderate runners. Those are the people that need the extra motivation to get out there and run. Only time will tell if Nike made a good decision.