Nike Doing The Dew
May 9, 2009 – 12:11 am PT by MeTags: Bastien Renard, Dew Tour, John Stamatis, Nike 6.0 —
Today, it was announced that Nike 6.0 which is their new top secret division of their foray into action sports will be partnering up with Mountain Dew. Teaming up for what you ask? Well for those that don’t realize it, it’s a major step for Nike. First they won over people with their Lower 6.0 event in San Clemente in the surfing world. Now by teaming up with Mountain Dew, which for me, is like the first time I saw Eddie Murphy and Nick Nolte in 48 Hours. Speaking of odd couples, there was also the Gov’nor Arnold with Jim Belushi in Red Heat; even Jackie Chan with Chris Tucker didn’t raise as many eyebrows.
It’s possible, that they are piggybacking of Mountain Dew, to make that Nike 6.0 logo more relevant in the action sports division. Those research and D nerds at Nike know what they are doing. So it was announced that a multi-year deal was struck for the Dew Tour. Specifically the new event title sponsor of the BMX –specific stops of the Dew tour. The debut will take place at Grant Park in Chicago in June 26-27 of this summer, but will continue as an associate sponsor for the rest of 2009 Summer going into the Winter Dew Tour.
Of course in this day of media and PR prepped released statements from Bastien Renard, Nike Global Brand Director of Action Sports , damn that’s a long title “Nike 6.0 is deeply committed to Action Sports, and the Dew Tour has proven to be an incredible platform to elevate our athletes. The new BMX-specific stop is a great opportunity to showcase our support, and it was only natural for Nike 6.0 to increase our sponsorship level to Title Sponsor, we are honored and beyond excited to be able to add a true street comp to the BMX Open and invite a new sector of BMX riders to participate in the Dew Tour.” Couldn’t he just have say “Hello, thanks for allowing us to spend millions to allow us to be more recognized in the action world?”
To add to the circle jerk, this is what John Stamatis , who by the way has an even bigger corporate title than Bastien Renard had to add to the fire. “Having one of the biggest brands in all of sports join us as a title sponsor is a tremendous example of the strength of the Dew Tour property, The fact that Nike 6.0 is extending their involvement in the Dew Tour is a testament to their vision of growing action sports at all levels.”
All in all, a lot of more money will be thrown in during these dire economic times. I’m sure it will be well spent.
Dennis Enarson who is a Nike 6.0 athlete said it best “I’m stoked that Nike 6.0 is sponsoring the BMX event this year.”
If you can get quoting for keeping the word “stoked” in a press released sentence, you are worthy of our praises.. Keep Riding Dennis.
