Nike Advertising Oral History and Documentation Collection
name: label: Interviewer
content: Center for Advertising History, Archives Center
label: Creator
content: Nike, Inc.
label: Interviewer
content: Ellsworth, Scott, Dr.
label: Names
content: Adidas
label: Names
content: Asics
label: Names
content: Nike, Inc.
label: Interviewee
content: Onitsuka
label: Names
content: Wieden & Kennedy
label: Interviewee
content: Bedbury, Scott
label: Interviewee
content: Bowerman, William
label: Interviewee
content: Brown, John A.
label: Interviewee
content: Champ, Janet
label: Interviewee
content: Clarke, Tom
label: Interviewee
content: Clow, Lee
label: Interviewee
content: Conlon, Jerry
label: Interviewee
content: Davenport, Bill
label: Interviewee
content: Dolan, Liz
label: Interviewee
content: Donohue, Richard
label: Interviewee
content: Farris, Nelson
label: Interviewee
content: Hale, Cindy
label: Interviewee
content: Hoffman, Susan
label: Interviewee
content: Jackson, Bo
label: Interviewee
content: Jaqua, John
label: Interviewee
content: Johnson, Jeff
label: Interviewee
content: Kitami, Shoji
label: Interviewee
content: Knight, Phillip
label: Interviewee
content: McConnell, Pam
label: Interviewee
content: Moore, Charlotte
label: Interviewee
content: Moore, Kenny
label: Interviewee
content: Moore, Peter
label: Interviewee
content: Onitsuka, Kimachiro
label: Interviewee
content: Parker, Mark
label: Interviewee
content: Riswold, Jim
label: Interviewee
content: Robinson, Charles
label: Interviewee
content: Sakaguchi, Tokio
label: Interviewee
content: Stobie, Patsy Mest
label: Interviewee
content: Strasser, Robert (marketing executive)
label: Interviewee
content: Thomashow, Mark
label: Interviewee
content: Wieden, Dan
place: label: Place
content: Beaverton (Or.)
label: Place
content: Portland (Oregon)
topic: label: Topic
content: Women in the advertising industry
label: Topic
content: Sports for women
label: Topic
content: Sports
label: Topic
content: Women in advertising
label: Topic
content: Television advertising
label: Topic
content: Signs and signboards -- 1970-2000
label: Topic
content: Slogans
label: Topic
content: Marketing
label: Topic
content: Music in advertising
label: Topic
content: Commercial art
label: Topic
content: Endorsements in advertising
label: Topic
content: Broadcast advertising
label: Topic
content: Business -- History
label: Topic
content: Basketball
label: Topic
content: advertising -- History
label: Topic
content: Track and field
label: Topic
content: Copy writers
label: Topic
content: Athletes
label: Topic
content: Shoes -- 1970-2000
label: Topic
content: Motion picture producers and directors
label: Topic
content: African American athletes
label: Topic
content: Running -- 1970-2000
label: Topic
content: Running shoes -- 1970-2000
label: Topic
content: Athletic shoes -- 1970-2000
label: Topic
content: Shoe industry -- 1970-2000
acqinfo: label: Provenance
content: The collection was donated by Nike, Inc. in 1991 and 1992.
creator: label: Interviewer
content: Center for Advertising History, Archives Center
label: Creator
content: Nike, Inc.
label: Interviewer
content: Ellsworth, Scott, Dr.
setName: label: See more items in
content: Nike Advertising Oral History and Documentation Collection
abstract: label: Summary
content: 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.
bioghist: label: Biographical / Historical
content: 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.
physdesc: label: Extent
content: 12 Cubic feet (25 boxes)
phystech: label: Physical Characteristics and Technical Requirements
content: 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.
unitdate: label: Date
content: 1958 - 1992
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
identifier: label: Identifier
content: NMAH.AC.0448
objectType: label: Type
content: Collection descriptions
label: Type
content: Archival materials
label: Type
content: Oral history
label: Type
content: Videotapes
label: Type
content: Tear sheets
label: Type
content: Clippings
label: Type
content: Audiotapes
label: Type
content: Fliers (printed matter)
label: Type
content: Advertising fliers
label: Type
content: Commercials
label: Type
content: Interviews
arrangement: label: Arrangement
content: 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
processinfo: label: Processing Information
content: Collection processed by Mimi Minnick, archivist, 1992; revised by Erin Molloy, volunteer, 2012.
genre_format: label: Genre/Form
content: Oral history
label: Genre/Form
content: Videotapes
label: Genre/Form
content: Tear sheets
label: Genre/Form
content: Clippings
label: Genre/Form
content: Audiotapes
label: Genre/Form
content: Fliers (printed matter)
label: Genre/Form
content: Advertising fliers
label: Genre/Form
content: Commercials
label: Genre/Form
content: Interviews -- 1970-1990
scopecontent: label: Scope and Contents
content: 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.
relatedmaterial: label: Related Materials
content: Materials in the Archives Center

Alka-Seltzer Documentation and Oral History Collection, 1953-1986 (AC0184)

N. W. Ayer Advertising Agency Records, 1849-1851, 1869-1996 (AC0059)

Campbell Soup Advertising Oral History and Documentation Project, 1904-1989 (AC0367)

Cover Girl Make-Up Advertising Oral History and Documentation Project, 1959-1990 (AC04374)

Federal Express Oral History and Documentation Project Collection, 1972-1987 (AC0306)

Caroline R. Jones Collection, circa 1942-1996 (AC0552)

Marlboro Oral History and Documentation Project, circa 1926-1986 (AC0198)

Pepsi Generation Oral History and Documentation Collection, 1938-1986 (AC0092)

Rob and Julie Strasser Collection, 1970-1990 (AC0525)