Nike seeks to boost street cred, expand market beyond jocks

10/23/2007 | Wall Street Journal (free content), The

Nike, as part of its drive to increase sales 50% by 2011, is tapping a cadre of underground tattoo, graffiti and mural artists to boost the shoemaker's credibility with younger consumers. The effort is intended to expand Nike's appeal to the non-athlete, as well as "keep an edge, a crispness, a relevance," according to CEO Mark Parker.

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Wall Street Journal (free content), The

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