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 3.3, 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'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.
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:
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.
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.
