Nike continues to reduce its marketing allocation for traditional ads, earmarking 33% of its $678 million U.S. ad spend last year for TV and major media, vs. 55% a decade ago; the athletic shoemaker instead is placing a greater emphasis on building its presence on the Net and in-person events. "We're not in the business of keeping the media companies alive," Trevor Edwards, Nike's corporate VP for global brand and category management, said. "We're in the business of connecting with consumers."
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