Radiator PR to add style to women's wear at Nike

Nike has hired sports and fashion agency Radiator PR to promote its

revamped women's wear collection, which launches this month.

The move comes after Nike announced it was forming a new unit to focus

on women's footwear and apparel last August.

This is part of an effort to fend off competition from competitors in

the women's athletic market. Nike's women's wear has lacked the

fashionable status accorded to much of its menswear.

The agency, which was formed out of a merger between Radar and Hothouse

PR earlier this year, already looks after some Nike products, including

footwear and watches. It will now be promoting the new range to health

and fitness media, as well as positioning the collection with style and

fashion titles.

Last month a BBC Panorama documentary revealed that a Cambodian factory

used by Nike, along with The Gap, employed underage workers. This goes

against Nike's own code of conduct, and the company has pledged it will

pull out of the factory.

Radiator PR is headed by Lorna Milliken and Gaby Jesson, and has a staff

of eight. Neither Radiator nor Nike was available to comment on the


- Radiator PR has also won the insurance company Skandia Life's PR

account, to assist with its sponsorship of the Cowes Week sailing

festival. The agency won a four-way contest in a joint pitch with

Hardwick PR.

It will develop the PR campaign for Cowes, which next takes place in

August 2001.

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