10/31/2006

For Nike's launch of the Air Zoom LeBron IV, nontraditional media will play a much larger role, including the sole sponsorship of a "Sports-Center" episode, the distribution of 400,000 DVDs about the creation of the shoe and ad campaign, blanket ads on Espn.com and MTV.com and a so-called pop-up retail store in Manhattan.

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NYTimes.com

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