Nike is launching a new global advertising campaign to support its sales in the action sports segment, which the brand wants to double by 2015-16 from last year's level of $390 million. Developed by a creative agency called 72and sunny under the title “The Chosen,” it will target skateboarding, surfing and snowboarding fans. It is being rolled out through a variety of media in the U.S., including a 3D version due to be shown in movie theaters during the July 4 weekend. Broadcasts are also scheduled in France, Germany and China, notably through Facebook and other social media such as the Chinese Renren Tudou site.

Topics