Nike recently decided to look outside current agency Wieden + Kennedy for interactive help, but its emphasis on digital may make it a tough fit for any agency, according to AdAge.
Part of the problem is that digital execution is an area Nike already does extremely well in. So if the shoemaker is looking for an agency that's going to be even further in front of the curve, it could have trouble finding one.

Nike already has digital efforts going through its partnership with Apple for the Nike+iPod and a host of other projects designed to make the brand more interactive for consumers. W+K is retaining the bulk of Nike's work but admits that it has not played up its interactive capabilities enough.

The position Nike finds itself in - looking for outside help for online while retaining an agency for the rest of its work - is one more and more marketers find themselves in. The question of whether to run everything through one shop or contract with a number of firms is becoming more common.