Nike Inc. has launched a marketing campaign that promotes its soccer-related products to specific markets such as Italians and Brazilians. The athletic footwear manufacturer, which generated $13.25-billion (US) in sales last year, aims to compete against soccer-product giants Adidas and Umro. It already spent hundreds of million of dollars for the right to attach its name on the uniforms of six World Cup teams. Nike, the parent of Nike Canada Ltd. (Thornhill), has four ads on 75 bus stops and billboards around College Street in Toronto. Two of the ads are in favor of the Brazilian soccer team, while the other two are in favor of the Italian team. The two teams are among the best soccer teams in the world, with Brazil winning four World Cups and Italy winning three. If the niche marketing campaign succeeds, Nike will launch other similar campaigns and possibly even shift its marketing strategy.