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Nike Advertising Oral History and Documentation Collection

Interviewer:
Center for Advertising History, Archives Center  Search this
Ellsworth, Scott, Dr.  Search this
Creator:
Nike, Inc.  Search this
Names:
Adidas  Search this
Asics  Search this
Nike, Inc.  Search this
Wieden & Kennedy  Search this
Interviewee:
Onitsuka  Search this
Bedbury, Scott  Search this
Bowerman, William  Search this
Brown, John A.  Search this
Champ, Janet  Search this
Clarke, Tom  Search this
Clow, Lee  Search this
Conlon, Jerry  Search this
Davenport, Bill  Search this
Dolan, Liz  Search this
Donohue, Richard  Search this
Farris, Nelson  Search this
Hale, Cindy  Search this
Hoffman, Susan  Search this
Jackson, Bo  Search this
Jaqua, John  Search this
Johnson, Jeff  Search this
Kitami, Shoji  Search this
Knight, Phillip  Search this
McConnell, Pam  Search this
Moore, Charlotte  Search this
Moore, Kenny  Search this
Moore, Peter  Search this
Onitsuka, Kimachiro  Search this
Parker, Mark  Search this
Riswold, Jim  Search this
Robinson, Charles  Search this
Sakaguchi, Tokio  Search this
Stobie, Patsy Mest  Search this
Strasser, Robert (marketing executive)  Search this
Thomashow, Mark  Search this
Wieden, Dan  Search this
Extent:
12 Cubic feet (25 boxes)
Type:
Archival materials
Collection descriptions
Oral history
Videotapes
Tear sheets
Clippings
Audiotapes
Fliers (printed matter)
Advertising fliers
Commercials
Interviews
Place:
Beaverton (Or.)
Portland (Oregon)
Date:
1958 - 1992
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.
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.
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
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'simpact 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.
Related Materials:
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)
Provenance:
The collection was donated by Nike, Inc. in 1991 and 1992.
Restrictions:
The collection is open for research use.
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.
Topic:
Women in the advertising industry  Search this
Sports for women  Search this
Sports  Search this
Women in advertising  Search this
Television advertising  Search this
Signs and signboards -- 1970-2000  Search this
Slogans  Search this
Marketing  Search this
Music in advertising  Search this
Commercial art  Search this
Endorsements in advertising  Search this
Broadcast advertising  Search this
Business -- History  Search this
Basketball  Search this
advertising -- History  Search this
Track and field  Search this
Copy writers  Search this
Athletes  Search this
Shoes -- 1970-2000  Search this
Motion picture producers and directors  Search this
African American athletes  Search this
Running -- 1970-2000  Search this
Running shoes -- 1970-2000  Search this
Athletic shoes -- 1970-2000  Search this
Shoe industry -- 1970-2000  Search this
Genre/Form:
Oral history
Videotapes
Tear sheets
Clippings
Audiotapes
Fliers (printed matter)
Advertising fliers
Commercials
Interviews -- 1970-1990
Citation:
Nike Advertising Oral History and Documentation Collection, 1958-1992, Archives Center, National Museum of American History, Smithsonian Institution
Identifier:
NMAH.AC.0448
See more items in:
Nike Advertising Oral History and Documentation Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0448
Additional Online Media:

Rob and Julie Strasser Collection

Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Creator:
Nike, Inc.  Search this
Names:
Blue Ribbon Sports  Search this
Extent:
2.5 Cubic feet (8 boxes)
Type:
Archival materials
Collection descriptions
Sales catalogs
Manufacturers' catalogs
Business records
Videotapes
Date:
1970-1989
Scope and Contents:
Videotapes, internal and external company publications, product catalogs and business files relating to Nike's domestic and international marketing and promotions.
Arrangement:
The collection is arrangedinto three series.

Series 1: Videotapes, 1983-1992

Series 2: U.S. Marketing and Promotion, 1970-1989

Series 3: International Marketing and Promotion, 1979-1989
Biographical / Historical:
Rob Strasser (19xx-1994), a sports fan and native Oregonian, began his association with Nike (then named Blue Ribbon Sports) in 1972 as the junior lawyer in the young company's gutsy, and successful, anti-trust suit against Japanese athletic shoe manufacturer Onitsuka Tiger. Rob Strasser was [title] at Nike from [197x] until his resignation in 1987. He played a major role in establishing an international presence for both the sale and manufacture of Nike athletic wear. After resigning from Nike in 1987, he worked as [title] for rival Adidas atheltic shoes. Julie Strasser (b. 19xx) was Nike's first advertising manager. She married Rob Strasser in 1982. She is co-author of Swoosh: The Unauthorized Story of Nike and the Men Who Played There, published in 1991.
Related Materials:
Materials in the Archives Center

Nike Advertising History Collection (AC0448)
Provenance:
Collection donated by Julie Strasser,1995.
Restrictions:
Collection is open for research.
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.
Topic:
Sporting goods industry  Search this
Athletic shoes -- 1970-1990  Search this
Marketing -- Asia  Search this
advertising -- Sporting goods  Search this
Marketing -- U.S.  Search this
Genre/Form:
Sales catalogs
Manufacturers' catalogs
Business records -- 1950-2000
Videotapes
Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0525
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0525

Videotapes

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Type:
Archival materials
Date:
1983-08-23-1992
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0525, Series 1
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref513

Joanie/Sax/Moses/McEnroe

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 1
Type:
Archival materials
Moving Images
Date:
1983-08-23
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref514

5 Spots Tied

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 1
Type:
Archival materials
Moving Images
Date:
1984-03-15
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref515

Los Angeles KABC-V Ch. 7, JCPenney/Nike Shoes Commercial, Monday Night Football

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 1
Type:
Archival materials
Moving Images
Date:
1983-09-05
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref516

Walks of Your Life

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 1
Type:
Archival materials
Moving Images
Date:
1988-07-28
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref517

Oregon International Track Classic

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 1
Type:
Archival materials
Moving Images
Date:
1992
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref518

Brian Foster NTSC

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 1
Type:
Archival materials
Moving Images
Date:
1992
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref519

"I Love L.A." Helsinki" 4 commercial spots

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 1
Type:
Archival materials
Moving Images
Date:
1992
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref520

The World of Nike Christmas Edition

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 1
Type:
Archival materials
Moving Images
Date:
1992
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref521

McEnroe Music Video

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 1
Type:
Archival materials
Moving Images
Date:
1992
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref522

Nike Dallas NSGA

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 2
Type:
Archival materials
Moving Images
Date:
1985
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref523

Charles Barkley

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 2
Type:
Archival materials
Moving Images
Date:
1985
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref524

WCUB-Boston Joan Benoit feature

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 2
Type:
Archival materials
Moving Images
Date:
1985
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref525

Guns of August (2 copies)

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 2
Type:
Archival materials
Moving Images
Date:
1985
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref526

Nike Olympic

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 2
Type:
Archival materials
Moving Images
Date:
1985
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref527

Rob's Reel NSGA

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 2
Type:
Archival materials
Moving Images
Date:
1986
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref528

Sonny Vaccaro on Good Morning America

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 2
Type:
Archival materials
Moving Images
Date:
1990
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref529

The Best of Nike Video for Macys

Collection Collector:
Strasser, Julie  Search this
Strasser, Robert (marketing executive)  Search this
Collection Creator:
Nike, Inc.  Search this
Container:
Box 2
Type:
Archival materials
Moving Images
Date:
undated
Collection Restrictions:
Collection is open for research.
Collection 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.
Collection Citation:
Rob and Julie Strasser Collection, 1970-1989, Archives Center, National Museum of American History.
See more items in:
Rob and Julie Strasser Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0525-ref530

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