Nike has put its global media account under review, worth about $1 billion of global spending. The sports apparel giant hasn’t run a global media review of this scale in more than a decade!
Although the brand is believed to be talking to all major agency networks, Nike won’t be looking to find just a single media partner. GroupM, Omnicom Media Group, Dentsu Media, Publicis Media, IPG Mediabrands, Stagwell Media and Havas Media are all in the running.
Each of these agencies is expected to participate in the review which is likely to have a six-month timetable. ALF can keep you updated throughout the process.
Nike’s media account is currently handled by various agencies. Wieden+Kennedy, the brand’s creative agency, takes a leading role in the US whilst WPP’s Mindshare handles most of the business outside the US, with Stagwell-owned Assembly handling performance media for the brand in Europe and Asia.
Nike has also been following its consumers into the metaverse. Last month, the retailer filed for virtual goods trademarks for its namesake and Jordan brands. More recently, it created its own “Nikeland” world in the popular game Roblox, and this week announced the acquisition of RTFKT, a fast-rising NFT company.