Women Spoke, Nike Listened

Over the past year, Nike executives have been doing a lot of listening to women speak on diverse subjects like time and balance, complex lives, shopping and what moves them to participate in sports and fitness activities. In February, Nike's women's division unveiled the first efforts reflecting what they heard.
This new approach shows up in new print and television advertising focusing on "everyday" athletes, a new website (www.nikegoddess.com), a free quarterly magazine and more. Visit www.nikegoddess.com.

Stephanie Oakes is a fitness correspondent for Discovery Health Channel, a contributing editor for USA Weekend Magazine and the LA Times, and appears on NBC's 'Today in New York'. She can be reached at soakes@beststuff.com.