Guide to the Nike Advertising Oral History Collection
Digitized Content

Summary
Collection ID:
NMAH.AC.0448
Creators:
Center for Advertising History, Archives Center
Nike, Inc.
Ellsworth, Scott, Dr.
Dates:
1958 - 1992
Languages:
English
Physical Description:
12 Cubic feet
25 boxes
Repository:
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
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
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
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.

Administration
Processing Information
Collection processed by Mimi Minnick, archivist, 1992; revised by Erin Molloy, volunteer, 2012.
Author
Mimi Minnick.
Immediate Source of Acquisition
The collection was donated by Nike, Inc. in 1991 and 1992.

Using the Collection
Physical Characteristics and Technical Requirements
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.
Conditions Governing Access
The collection is open for research use.
Preferred Citation
Nike Advertising Oral History and Documentation Collection, 1958-1992, Archives Center, National Museum of American History, Smithsonian Institution
Conditions Governing Use
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.

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)

Keywords
Keywords table of terms and types.
Keyword Terms Keyword Types
Oral history Type Search Smithsonian Collections Search ArchiveGrid
Videotapes Type Search Smithsonian Collections Search ArchiveGrid
Tear sheets Type Search Smithsonian Collections Search ArchiveGrid
Clippings Type Search Smithsonian Collections Search ArchiveGrid
Audiotapes Type Search Smithsonian Collections Search ArchiveGrid
Fliers (printed matter) Type Search Smithsonian Collections Search ArchiveGrid
Women in the advertising industry Topic Search Smithsonian Collections Search ArchiveGrid
Advertising fliers Type Search Smithsonian Collections Search ArchiveGrid
Commercials Type Search Smithsonian Collections Search ArchiveGrid
Interviews -- 1970-1990 Type Search Smithsonian Collections Search ArchiveGrid
Beaverton (Or.) Place Search Smithsonian Collections Search ArchiveGrid
Portland (Oregon) Place Search Smithsonian Collections Search ArchiveGrid
Sports for women Topic Search Smithsonian Collections Search ArchiveGrid
Sports Topic Search Smithsonian Collections Search ArchiveGrid
Women in advertising Topic Search Smithsonian Collections Search ArchiveGrid
Television advertising Topic Search Smithsonian Collections Search ArchiveGrid
Signs and signboards -- 1970-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Slogans Topic Search Smithsonian Collections Search ArchiveGrid
Marketing Topic Search Smithsonian Collections Search ArchiveGrid
Music in advertising Topic Search Smithsonian Collections Search ArchiveGrid
Commercial art Topic Search Smithsonian Collections Search ArchiveGrid
Endorsements in advertising Topic Search Smithsonian Collections Search ArchiveGrid
Broadcast advertising Topic Search Smithsonian Collections Search ArchiveGrid
Business -- History Topic Search Smithsonian Collections Search ArchiveGrid
Basketball Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- History Topic Search Smithsonian Collections Search ArchiveGrid
Track and field Topic Search Smithsonian Collections Search ArchiveGrid
Copy writers Topic Search Smithsonian Collections Search ArchiveGrid
Athletes Topic Search Smithsonian Collections Search ArchiveGrid
Shoes -- 1970-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Motion picture producers and directors Topic Search Smithsonian Collections Search ArchiveGrid
African American athletes Topic Search Smithsonian Collections Search ArchiveGrid
Running -- 1970-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Running shoes -- 1970-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Athletic shoes -- 1970-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Shoe industry -- 1970-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Farris, Nelson Personal Name Search Smithsonian Collections Search ArchiveGrid
Hale, Cindy Personal Name Search Smithsonian Collections Search ArchiveGrid
Hoffman, Susan Personal Name Search Smithsonian Collections Search ArchiveGrid
Jackson, Bo Personal Name Search Smithsonian Collections Search ArchiveGrid
Nike, Inc. Corporate Name Search Smithsonian Collections Search ArchiveGrid
Jaqua, John Personal Name Search Smithsonian Collections Search ArchiveGrid
Johnson, Jeff Personal Name Search Smithsonian Collections Search ArchiveGrid
Kitami, Shoji Personal Name Search Smithsonian Collections Search ArchiveGrid
Knight, Phillip Personal Name Search Smithsonian Collections Search ArchiveGrid
McConnell, Pam Personal Name Search Smithsonian Collections Search ArchiveGrid
Moore, Charlotte Personal Name Search Smithsonian Collections Search ArchiveGrid
Moore, Kenny Personal Name Search Smithsonian Collections Search ArchiveGrid
Moore, Peter Personal Name Search Smithsonian Collections Search ArchiveGrid
Onitsuka, Kimachiro Personal Name Search Smithsonian Collections Search ArchiveGrid
Onitsuka Corporate Name Search Smithsonian Collections Search ArchiveGrid
Parker, Mark Personal Name Search Smithsonian Collections Search ArchiveGrid
Adidas Corporate Name Search Smithsonian Collections Search ArchiveGrid
Bedbury, Scott Personal Name Search Smithsonian Collections Search ArchiveGrid
Asics Corporate Name Search Smithsonian Collections Search ArchiveGrid
Brown, John A. Personal Name Search Smithsonian Collections Search ArchiveGrid
Bowerman, William Personal Name Search Smithsonian Collections Search ArchiveGrid
Clarke, Tom Personal Name Search Smithsonian Collections Search ArchiveGrid
Champ, Janet Personal Name Search Smithsonian Collections Search ArchiveGrid
Conlon, Jerry Personal Name Search Smithsonian Collections Search ArchiveGrid
Clow, Lee Personal Name Search Smithsonian Collections Search ArchiveGrid
Dolan, Liz Personal Name Search Smithsonian Collections Search ArchiveGrid
Davenport, Bill Personal Name Search Smithsonian Collections Search ArchiveGrid
Donohue, Richard Personal Name Search Smithsonian Collections Search ArchiveGrid
Wieden, Dan Personal Name Search Smithsonian Collections Search ArchiveGrid
Wieden & Kennedy Corporate Name Search Smithsonian Collections Search ArchiveGrid
Thomashow, Mark Personal Name Search Smithsonian Collections Search ArchiveGrid
Strasser, Robert (marketing executive) Personal Name Search Smithsonian Collections Search ArchiveGrid
Stobie, Patsy Mest Personal Name Search Smithsonian Collections Search ArchiveGrid
Sakaguchi, Tokio Personal Name Search Smithsonian Collections Search ArchiveGrid
Robinson, Charles Personal Name Search Smithsonian Collections Search ArchiveGrid
Riswold, Jim Personal Name Search Smithsonian Collections Search ArchiveGrid

Repository Contact
Archives Center, National Museum of American History
P.O. Box 37012
Suite 1100, MRC 601
Washington, D.C. 20013-7012
archivescenter@si.edu
http://americanhistory.si.edu/archives