[2] Nike and Finish Line Team Up to Create Premier Running Destination.

Sports Editors

INDIANAPOLIS--(BW SportsWire)--Jan. 24, 2000

Nike, Inc. (NKE) and Finish Line, Inc. (FINL) announced a partnership today that will position Finish Line as the premier destination for Nike running shoes, apparel and equipment product in the mall.

As part of this designation, Finish Line will offer exclusive Nike running styles and special make-ups of in-line running product that no other athletic retailer will carry. Finish Line is one of the largest athletic specialty retailers in the mall with more than 410 locations throughout the country.

This program will launch February 2000. On Monday, January 24, two-time World Champion and current World Record holder in the 100m Maurice Greene will be on hand, to help communicate this new initiative to all Finish Line employees via a national video conference. A special employee training program and a comprehensive marketing effort will help position Finish Line as the destination for Nike running product. Also, with Sydney happening this fall, Nike athletes, like Greene will likely play a role in the in-store messaging of the initiative. All communications will be primarily targeted to teens and young runners -- Finish Line's primary customer.

According to Finish Line president and CEO, Alan Cohen, the strength of the running category in the marketplace combined with new millennium initiatives make the timing right for this partnership with Nike. &uot;Running is a very hot footwear category due to a keen interest in the styling among teens, and we expect that trend to continue. The category also has a solid base of performance customers making it less vulnerable to shifts in fashion trends. We are very excited about this partnership with Nike.&uot;

To jump-start this running category initiative, Finish Line with the help of Nike, will launch the Company's largest marketing campaign ever. Nike and Finish Line have selected ad agency Cliff Freeman and Partners, which was recently named Creativity Magazine's agency of the year, to develop the marketing and advertising campaign. &uot;Cliff Freeman understands retail brands and we are ecstatic to have an agency of this caliber helping Finish Line stand out among athletic retailers,&uot; said Kevin Flynn, Finish Line's vice president of marketing. The campaign will appear on national television, the internet, at grassroots running events and in Finish Line's quarterly Spike magazine throughout the year. The in-store effort will go beyond where Finish Line has been in the past. The branding of Nike footwear, apparel and equipment will be communicated and highlighted in a unique way within each Finish Line location.

Nike has a long history and tradition in running, dating back to 1971 when the late Bill Bowerman, the men's track coach of Oregon, first created the waffle-sole shoe. The introduction of the Air sole in 1979 propelled a technology revolution in running and athletic shoes that continues today. According to Tom Clarke, president and COO of Nike, the partnership makes sense, &uot;Historically, Finish Line has done a great job of presenting running products. We're excited to work with them to generate even more momentum around this category.&uot;

Finish Line will announce the initiative live to all Finish Line managers during a national videoconference and live on the internet Monday. Representatives from Nike and Finish Line will preview new product and show marketing support materials including two new television commercials. Through the on-line conference, managers will then have the opportunity to have questions answered live from Indianapolis. The Finish Line currently operates more than 410 stores in 41 states and carries all brands of athletic footwear for men, women and kids plus a wide assortment of athletic apparel and accessories. Finish Line is publicly traded on the NASDAQ National Market under the symbol FINL.