Coca-Cola Co. and Nike are kicking off the new year with fitness-oriented campaigns. Coke on Jan. 1 begins a two-year deal to promote its Enviga green tea brand on ExerciseTV. Nike on Dec. 31 is launching a "No Excuses"-themed TV and billboard push and a sponsorship of MTV's "Tila Tequila's New Year's Eve Masquerade."

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