Enzo Woo's Blog

Although this topic is partially covered in my previous blog post, being the sports nut that I am, I figured that Nike deserved a little more attention from my part. Hands down my absolute favourite marketers, there have been instances where I have sat down and done nothing but watch Nike commercials on the Internet (see: Take It To The Next Level, Write the Future, Lebron Rise,  Fate, and Failure) – a reward on Nike’s part that they have worked long and hard for.

Long story short, what was formally Blue Ribbon Sports debuted as Nike in 1972 during the Munich Olympic trials, and their first real foray into the world of marketing would come with the company’s sponsorship of prominent, and flamboyant, runner Steve Prefontaine. There’s no debate that the signing of Prefontaine, at one point the most popular athlete in Oregon and a revered runner, was big news for Nike. His tragic death in a 1975 car accident would be a big blow for Nike, but luckily, its true prodigal son would be coming.

A legendary runner and a huge first step for Nike

The 1980s would be an extraordinary decade for Nike, with one of their most important marketing decisions ever to come in the 1984 decision to bring aboard a 21 year old talent named Michael Jordan – a prodigal basketball talent from the University of North Carolina. He would begin the marketing rise for Nike into uncharted territory, and to this day, the company’s unparalleled and amazing array of star-filled advertisements continue to dazzle the industry and the public. More cinematic experiences than sales pitches, the advertising team at Nike continue to set the bar with innovative, yet deadly effective, campaigns.

The prodigal son at UNC

Though arguably the most important marketing decision Nike has ever made, there have been other crucial developments in their history, including, but not limited to:

Source: Wikipedia’s Nike Timeline (All sources verified by author)

1984

*Nike signs Michael Jordan to an endorsement contract. The first model of his signature shoe, the Air Jordan, originally is banned by the NBA, drawing a tremendous amount of publicity

1987

*The Nike Air Max shoe is introduced, which for the first time makes visible the Nike air bag.

A television ad featuring the Beatles‘ song “Revolution” is the first time that a song performed by the Beatles is used in a TV ad.

1988

*The famous tagline, “Just do it”, is introduced at the suggestion of 4th grader Tiffeny Speir from Urban Park Elementary School in Dallas, TX.

1994

*Nike wins Advertiser of the Year at the Cannes Advertising Festival.

1996

*Nike signs Tiger Woods soon after he gives up his amateur golf status.

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