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Nike Takes over ESPN Telecast Today
ESPN’s SportsCenter commercial spots will all be taken over by Nike today. Independent Wieden + Kennedy created the content.
The campaign was promoted by 15-second teasers on ESPN’s website which began last weekend, as well as by ads in ESPN: The Magazine and Slam, writes Adweek.
The campaign totals 10 minutes of material that features fictitious relatives of Cleveland Cavaliers star LeBron James. The spots are set throughout Cleveland locations, are mostly humorous and promote James’s new signature Nike shoe. The tagline is “We are all witnesses.”
SportsCenter airs just before the Cleveland-Washington game, which is the first game this season airing on ESPN that LeBron James has played in.
An outdoor component will include a billboard in New York near Madison Square Garden in time for the Cavaliers game there on Nov. 12.
Nike spent nearly $200 million on U.S. ads last year, according to Nielsen Monitor-Plus. The ESPN deal has been in the works for two months.