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"Bo Knows" was an advertising campaign for Nike cross-training shoes that ran in 1989 and 1990 and featured professional baseball and American football player Bo Jackson. It was also used as an advertising campaign for EA Sports' Madden NFL 22. Jackson was the first athlete in the modern era to play professional baseball and football in the ...
In the early 1990s, when Nike began a push to increase advertising for female athletic gear, these groups created a campaign called "Just Don’t Do It" to bring attention to the poor factory conditions where women create Nike products. [13] Team Sweat is one of the largest groups that specifically tracks and protests about Nike.
The sales and exposure that Bo’s campaign generated helped Nike seize control of the cross-trainer market and wrest the industry’s No. 1 slot back from Reebok.
Finally in 1987, Nike slowly changed course with more women in its advertisements, but it was not really until the 1990s that it ramped up its focus on the woman as an athlete to compete with Reebok. Initially, ads in 1987 were too aggressive and they did not appeal to women. With that said, many people considered the 1987 ads to be a failure.
Caitlyn Jenner, a transgender woman, also condemned the marketing campaign accusing Nike of trying to “erase women” from sports. “EQUALITY > INCLUSIVITY (STOP TRYING TO ERASE WOMEN).
The "Just Do It" campaign launched in 1988 was highly successful, with the company defining the meaning of "Just Do It" as being both "universal and intensely personal." [4] While Reebok was directing their campaign at aerobics during the fitness craze of the 1980s, Nike responded with "a tough, take no prisoners ad campaign." One of the ...
The 1994 campaign joined a salvo of ads that the British trade press dubbed a “battle of the bras” between Playtex and Gossard, which was then offering a similar “Ultrabra” product.
This led to late 1980s and early 1990s appearances in Nike Air Jordan commercials alongside Jordan and Mars becoming well known for his use of the phrase, "It's gotta be da shoes." [ 1 ] The ad campaign with Lee as Mars has been credited as a landmark in the evolution of sneakers into massively profitable items of fashion.