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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:

Matthew Shepard Papers

Creator:
Shepard, Matthew, 1976-1998  Search this
Source:
Shepard, Judy  Search this
Shepard, Dennis  Search this
Former owner:
Shepard, Dennis  Search this
Shepard, Judy  Search this
Extent:
14.1 Cubic Feet (43 boxes, 1 map folder)
Type:
Archival materials
Collection descriptions
Theater programs
Travel brochures
Travel journals
Correspondence
Place:
Wyoming
Date:
1976-2018, undated
Summary:
The papers of Matthew Shepard (1976-1998) a gay man who was a victim of a hate crime in Laramie, Wyoming October 1998 resulting in his death. His death gained national and international attention leading to the formation of the Matthew Shepard Foundation and eventual passage of federal hate crime legislation (The Matthew Shepard and James Byrd, Jr. Hate Crimes Prevention Act), signed into law in October 2009.
Content Description:
Papers relating to the life of Matthew Shepard, his beating, death, and its aftermath, leading to the passage of anti-hate crime legislation named for him and James Byrd, Jr. The papers include items from Shepard's early life, his school life, elementary through college, and personal material. The collection includes material from his recycling campaign. It also includes items from theater productions in which he participated. There is correspondence both written and received as well as notebooks and his passports. Travel and general ephemera are also included.

The papers related to the aftermath of his beating and death include funeral memorabilia, programs, flower cards, and photographs of floral arrangements. The bulk of the material consists of condolence cards and letters, expressions of sympathy and condolence, and material from memorial events thoughout the United States. These include not only written correspondence, but graphic and artistic tributes (drawings, poetry, screenplays, and musical compositions.)

There are screenplays, correspondence, and photographs relating to the television motion pictures, Anatomy of a Hate Crime (2001) and The Matthew Shepard Story (2002) starring Stockard Channing, Sam Waterston, and Shane Meier.

The papers have been utilized prior to their donation to the Archives, National Museum of American History by filmmaker Michele Josue and Zeina Barkawi for the award winning documentary, Matt Shepard Is A Friend of Mine (2015). The material was also researched by representatives of Ford's Theater, Washington, DC when Ford's mounted a production of Moises Kaufman's The Laramie Project in 2013.
Arrangement:
The collection is arranged in three series.

Series 1, Shepard, Matthew, Personal Papers, 1976-2018, undated

Subseries 1.1: Education and Schooling, 1981-1998, undated

Subseries 1.2: Correspondence, 1986-1998, undated

Subseries 1.3: Theater Memorabilia, 1986-1992, undated

Subseries 1.4: Assorted Papers and Ephemera, 1976-1999,undated

Subseries 1.5: Funeral and Celebration of Life, Estate, 1998 October-2018 October 26

Series 2, Shepard Family and The Matthew Shepard Foundation, Papers and Correspondence Received, 1998-2013, undated

Subseries 2.1: Papers, 1998-2003, undated

Subseries 2.2: Correspondence Received, 1998 October-2009 September

Series 3, Tribute, Vigil, Memorial Services, Memorabilia, and Inspired Works, 1998-2008, undated

Subseries 3.1: Tribute, Vigil, and Memorial Services, 1998, undated

Subseries 3.2: Memorabilia and Inspired Works,1973-2008, undated

Subseries 3.3: Anatomy of a Hate Crime, 1999-2001

Subseries 3.4: The Matthew Shepard Story, 1999-2004, undated
Biographical / Historical:
The life and death of Matthew Shepard have been documented in numerous biographies, motion pictures, and newsprint.

Matthew Wayne Shepard was born on December 1, 1976 in Casper, Wyoming to Judy Peck and Dennis Wayne Shepard. Shepard's early life was spent in Casper, where he attended elementary school, junior high, and high school till the tenth grade. While living in Casper, he participated in local productions at theater companies based in Casper. One of his school projects involved bringing awareness to recycling. He was so successful that he was appointed as the young adult representative to the governor's initiaive on state-wide recycling. In his junior year of high school, Shepard left Casper to attend The American School in Switzerland (TASIS). At that time his mother Judy and younger brother Logan joined Dennis Shepard in Saudi Arabia where Dennis was employed by SAUDI ARAMCO.

While attending TASIS on a school trip to Morocco Shepard was raped by one or more unknown assailants. Although the crime was reported, the perpetrators were never apprehended. This emotional and physical trauma stayed with Shepard the remainder of his life. After graduation from TASIS, Shepard briefly attended Catawba College in Salisbury, North Carolina. After leaving Catawba he moved to Raleigh, North Carolina, and then returned to Casper, where he enrolled in Casper College, the local community college. He briefly moved to Denver, Colorado, before deciding to enter the Universty of Wyoming in Laramie, his parents' alma mater. He was admitted for the 1998-1999 school year to the University of Wyoming.

It was while living in Laramie on the evening of October 6, 1998 that Shepard crossed paths with Aaron McKinney and Russell Henderson at the Fireside Lounge. McKinney and Henderson later drove him to a location outside Laramie, where they tied Shepard to a split-rail fence, robbed, and beat him senseless with the butt of a Smith & Wesson .357 Magnum revolver. After beating him they stole his shoes and left him in the near-freezing temperatures.

Shepard was discovered 18 hours later by Aaron Kreifels. He was first transported to Ivinson Hospital in Laramie, and upon the discovery of the severity of his injuries he was transferred to the Poudre Valley Hospital in Fort Collins, Colorado. His parents immediately flew from Saudi Arabia and were with him when he died in the early morning hours of October 12, 1998.

McKinney and Henderson were arrested and charged. They maintained what is known as a "gay panic defense" claiming Shepard had made sexual overtures to one or both of them. This was ultimately not allowed. Henderson pleaded guilty to the charges of felony murder and kidnapping. McKinney went to trial also facing charges of felony murder and kidnapping. When found guilty, McKinney faced the possibility of the death penalty, but upon the Shepard family's request he received two consecutive life sentences, as had Henderson.

The death of Matthew on October 12, 1998 resulted in an unprecedented national and international outpouring of sympathy and reflection from the public at large. Cards, letters, and donations to what became the Matthew Shepard Foundation were received from not only the United States but the world. The response was overwhelming, many writing, "to express their concern and sorrow about what had happened to Matt and to us as his parents," in the words of Dennis Shepard. Shepard's Celebration of Life was held at the family's home church, St. Mark's Episcopal, in Casper, Wyoming. Fred Phelps and the Westboro Baptist Church picketed the funeral.

Over a ten-year period, Judy Shepard and the Matthew Shepard Foundation fought for national hate crime legislation. It was not until 2009 that Congress passed The Matthew Shepard and James Byrd Jr. Hate Crimes Prevention Act, also known as the Matthew Shepard Act, on October 22. President Barack Obama signed the act into law on October 28. The Foundation continues to this day bringing good from evil, empowering individuals, ". . . to embrace human dignity and diversity through outreach, advocacy and resource programs," and, ". . . to replace hate with understanding, compassion and acceptance."

Shepard's ashes were inurned at the Washington National Cathedral in October 2018.

Source

Shepard, Judy. The Meaning of Matthew, My Son's Murder in Laramie and a World Transformed. New York, New York: Hudson Street Press, 2009.

Matthew Shepard Papers, Archives Center, National Museum of American History, Smithsonian Institution.

St. Mark's Episcopal Church website: http://stmarks.diowy.org/ accessed August 2018.

Matthew Shepard Foundation website: https://www.matthewshepard.org/ accessed August 2018.
Separated Materials:
Objects relating to Matthew Shepard are held in the Division of Medicine and Science.
Provenance:
Collection donated by Dennis and Judy Shepard in 2018.
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:
Hate crimes  Search this
Gay youth  Search this
Homosexuality  Search this
Lesbian and gay experience  Search this
Victims of hate crimes  Search this
Travel -- Europe  Search this
Funeral rites and ceremonies -- 1990-2000  Search this
Foundations  Search this
LGBT  Search this
Genre/Form:
Theater programs -- 1910-1990
Travel brochures
Travel journals
Correspondence -- 1970-2000
Citation:
Matthew Shepard Papers, Archives Center, National Museum of American History, Smithsonian Institution
Identifier:
NMAH.AC.1463
See more items in:
Matthew Shepard Papers
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1463
Additional Online Media:

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