Object Details
- Interviewer
- Center for Advertising History, Archives Center
- Creator
- Nike, Inc.
- Interviewer
- Ellsworth, Scott, Dr.
- Names
- Adidas
- Asics
- Nike, Inc.
- Interviewee
- Onitsuka
- Names
- Wieden & Kennedy
- Interviewee
- Bedbury, Scott
- Bowerman, William
- Brown, John A.
- Champ, Janet
- Clarke, Tom
- Clow, Lee
- Conlon, Jerry
- Davenport, Bill
- Dolan, Liz
- Donohue, Richard
- Farris, Nelson
- Hale, Cindy
- Hoffman, Susan
- Jackson, Bo
- Jaqua, John
- Johnson, Jeff
- Kitami, Shoji
- Knight, Phillip
- McConnell, Pam
- Moore, Charlotte
- Moore, Kenny
- Moore, Peter
- Onitsuka, Kimachiro
- Parker, Mark
- Riswold, Jim
- Robinson, Charles
- Sakaguchi, Tokio
- Stobie, Patsy Mest
- Strasser, Robert (marketing executive)
- Thomashow, Mark
- Wieden, Dan
- Place
- Beaverton (Or.)
- Portland (Oregon)
- Topic
- Women in the advertising industry
- Sports for women
- Sports
- Women in advertising
- Television advertising
- Signs and signboards -- 1970-2000
- Slogans
- Marketing
- Music in advertising
- Commercial art
- Endorsements in advertising
- Broadcast advertising
- Business -- History
- Basketball
- advertising -- History
- Track and field
- Copy writers
- Athletes
- Shoes -- 1970-2000
- Motion picture producers and directors
- African American athletes
- Running -- 1970-2000
- Running shoes -- 1970-2000
- Athletic shoes -- 1970-2000
- Shoe industry -- 1970-2000
- Provenance
- The collection was donated by Nike, Inc. in 1991 and 1992.
- Interviewer
- Center for Advertising History, Archives Center
- Creator
- Nike, Inc.
- Interviewer
- Ellsworth, Scott, Dr.
- See more items in
- Nike Advertising Oral History and Documentation Collection
- Summary
- The Nike Advertising Oral History and Documentation Collection is the result of a two-year study of advertising of Nike athletic shoes. The effort was supported in part by a grant from Nike, Inc. Thirty-one oral history interviews were conducted with advertising, marketing and product development executives at Asics, Nike, John Brown & Co., Chiat/Day/Mojo and Wieden & Kennedy. A variety of related materials were gathered by the Center for Advertising History staff. The objective of the project was to create a collection that documents, in print and electronic media, the history and development of the company and its advertising campaigns.
- Biographical / Historical
- The Nike Advertising Oral History and Documentation Collection is the result of a two-year study of advertising of Nike athletic shoes. The effort was supported in part by a grant from Nike, Inc. Thirty-one oral history interviews were conducted with advertising, marketing and product development executives at Asics, Nike, John Brown & Co., Chiat/Day/Mojo and Wieden & Kennedy. A variety of related materials were gathered by the Center for Advertising History staff. The objective of the project was to create a collection that documents, in print and electronic media, the history and development of the company and its advertising campaigns. The consistently high quality of this advertising, its award-winning artistic and creative innovations, and its contribution to the fitness movement in America combine to make this a significant chapter in the history of contemporary American advertising. One aim of the project was to record the process of decision-making in the creation of successful ad campaigns, a process not often documented in the surviving records. Topics addressed in the oral history interviews include the origins of Nike and Nike advertising, the relationship between corporate culture and advertising, the place of advertising in overall marketing strategy, the development of brand image and identity, the nature of the creative process in producing effective advertising images, the use of athletes as endorsers, and Nikes's impact on the popular culture. Well-known campaigns are examined in depth, including Nikes's, use of the Beatles tune "Revolution", the "I Love L.A Spots" produced in conjunction with the 1984 Olympics, the controversial billboards campaign, the award-winning "Bo Knows" spots, and a series of commercials directed by African-American filmmaker Spike Lee. The collection is also a rich source of visual imagery for researchers interested in the portrayal of athletes, women and African-Americans.
- Extent
- 12 Cubic feet (25 boxes)
- Physical Characteristics and Technical Requirements
- Researchers must use audiotape and videotape reference copies. Many of the reference videotapes only exist on 3/4" videotape. Researchers must make special arrangements with the Archives Center staff to view them.
- Date
- 1958 - 1992
- Archival Repository
- Archives Center, National Museum of American History
- Identifier
- NMAH.AC.0448
- Type
- Collection descriptions
- Archival materials
- Oral history
- Videotapes
- Tear sheets
- Clippings
- Audiotapes
- Fliers (printed matter)
- Advertising fliers
- Commercials
- Interviews
- Citation
- Nike Advertising Oral History and Documentation Collection, 1958-1992, Archives Center, National Museum of American History, Smithsonian Institution
- Arrangement
- The collection is rganized into seven series. Series 1, Research Files, 1979-1992 Subseries 1.1, Materials Compiled by the Center for Advertising History, 1979-1992 Subseries 1.2, Material Compiled by Nike, 1982-1992 Series 2, Interviewee Files, 1990-1992 Series 3, Oral History Interviews, 1990-1992 Subseries 3.1, Original Audiotapes (audio cassette), 1990-1992 Subseries 3.2, Researcher copies (audio cassette), 1990-1992 Subseries 3.3, Preservation masters (1/4 inch audiotape), 1990-1992 Series 4, Television Commercials, 1977-1990 and undated Subseries 4.1, Master Copies, 1977-1990 and undated Subseries 4.2, Researcher copies, 1977-1990 and undated Series 5, Print Advertisements, 1985-1993 Subseries 5.1, Ad Slicks, 1985-1993 Subseries 5.2, Slides, 1989 and undated Series 6, Trade Catalogues and Photographs, 1958-1982 Series 7, Administrative Files, 1982-1990
- Processing Information
- Collection processed by Mimi Minnick, archivist, 1992; revised by Erin Molloy, volunteer, 2012.
- Rights
- Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
- Genre/Form
- Oral history
- Videotapes
- Tear sheets
- Clippings
- Audiotapes
- Fliers (printed matter)
- Advertising fliers
- Commercials
- Interviews -- 1970-1990
- Scope and Contents
- This collection consists of thirty-one oral history interviews conducted by historian Scott Ellsworth with advertising, marketing and product development executives at Asics, Nike, John Brown & Co., Chiat/Day/Mojo and Wieden & Kennedy and related materials collected by the Center for Advertising History staff. There are audiocassettes (original and reference), 1/4" open reel audiotape (master), 3/4" videotapes, and VHS videotapes.
- Restrictions
- Collection is open for research but the master (preservation) tapes are stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
- Record ID
- ebl-1503513406029-1503513406036-0
