Nike China reviews corporate communications

According to a Nike spokesperson, the company is re-assessing the account in light of the rapid changes in China's communications landscape. “The market is growing and ever changing,” said the spokesperson. “We are looking for a dynamic partner that can bring energy and creativity to our programmes.”

China is now Nike’s second largest market after the US, with the past 12 months seeing increasingly frenetic competition amid sportswear brands in the country. Key rival adidas leveraged its sponsorship of the Beijing Olympics to good effect, and claimed market leadership after sales surged 60 per cent in the first half of 2008. Nike disputes this claim, after leading the market for at least three years since overtaking local giant Li Ning. The Chinese sportswear market is forecast to grow by 71 per cent to US$184.2 billion, in comparison to an increase of just 6.7 per cent during the same period in the US, according to data from Euromonitor International.

Nike confirmed that it has invited a “few” international agencies to pitch. Earlier this year, Nike put its CSR assignments - covering China and Southeast Asia - up for review, with Fleishman-Hillard clinching the business ahead of Edelman, Burson-Marsteller and Apco. It remains unclear whether Apco will defend its hold on the China business. Nike also currently works with Weber Shandwick in China. The review is expected to conclude by the beginning of February.