Nike is apparently on verge of signing its largest-ever celebrity endorsement deal with none other than America’s Sweetheart, Jennifer Aniston. This announcement comes on the heels of news that Nike is also working with America’s Most Beloved Misogynist, Eminem, to design a series of limited-edition sneakers for charity. Presumably, Ms. Aniston and Mr. Shady will not be appearing in the same ads together.
Both endorsement deals seem to reflect an effort on Nike’s part to de-emphasize performance-focused messages (for while both Aniston and Mathers are fit, neither is known for his or her athletic prowess) in their advertising in favor of a more lifestyle and fashion-focused message.
It’s not entirely clear how these moves will mesh with the company’s age-old “Just Do It” tagline…but I’ll certainly check out whatever Aniston happens to be modeling once the ads hit the marketplace, and the strategy does seem a slightly smarter bet than the “Scarlett (hearts) Rbk” efforts over at Reebok.
