Industry observers questioned the wisdom of introducing a new slogan. It connotes so much to people, I can't think of a contemporary tagline in the same league. But as Goldman noted, Nike's legion of activist critics often have used the slogan against the company. The phrase so rich in youthful attitude became a liability at times in the ongoing debate over conditions in the Asian factories where Nike products are made. Zimmerman said slowing sales, not the labor controversy, led to the advertising change.
Executives predict a recovery is at least a year away.
That's a time when we look to advertising to play a bigger role in driving sales. The dismal fate of the 1997 Air Penny helps answer the question. The Air Penny, named after NBA star Anfernee Hardaway, hit retail shelves during the Thanksgiving weekend. Yet the Air Penny barely got off the ground, falling far short of the volumes Nike and its retailers had expected. The shoe's problems point to the key problems dogging Nike, industry observers say.