It is one of the most tattooed symbols by the Americans, writes the author Naomi Klein in the critical essay “No logo” . We are talking about the Swoosh , the universally recognized logo of Nike , one of the clothing companies that is most closely linked to sport and the exploits of athletes. With a turnover that in 2015 exceeded 30 billion dollars , over the years, Nike has become the world’s leading producer of accessories and sportswear, especially for football, basketball, tennis and various athletic disciplines.
Nike Inc. was born on January 25, 1967, on the idea of a coach, Bill Bowerman, and an Economics student, Phil Knight, to import sports shoes from Japan. The name “Nike” was chosen because in Greek mythology the homonymous goddess symbolized victory . On closer inspection, in fact, the Swoosh represents the stylized dynamism of the winged goddess Nike of Samothrace.
From shoes to T-shirts, from watches to cuffs, the brand has forcefully entered our daily life, riding the slogan “Just do it” and effective advertising campaigns. From the spot shot by the Brazilian national football team at the airport to Michael Jordan, we were glued to the screen and still today we remember these advertisements with affection.
Below, we have collected the commercials that have increased the popularity of the brand bringing it to its current supremacy:
1988 – The first time of “Just do it”
The first time the world notices these three simple words and in a TV commercial of the 1988. Walt Stack , then 80 years old runner, is seen running shirtless along the Golden Gate Bridge in San Francisco , telling the audience that he runs 17 miles every morning. “Just Do It” was a watershed for the company: in the mid-1980s, in fact, it had lost its dominance over the sale of sports shoes in the United States. This step was decisive for the definitive relaunch;
1991 – We need rock: Agassi and the Red hot
The charge of the 90s explodes and Nike thinks of mixing rock and sport , proving to be able to range and welcome the most trendy icons of the moment. For music, here are the Red Hot Chili Peppers , while as a sports athlete you choose the rebel, alternative and a bit punk in the soul: the thick hair (which will later lose) of the tennis player Andre Agassi;
1995 – The infinite challenge: Agassi against Sampras
It is still tennis that projects Nike into a new dimension. This time he takes to the street , among the passing towns. The expressive force of the brand is so strong that it places one of the most acrid and evocative sporting rivalries in the commercial : Agassi against Sampras. The spot“Guerrilla-tennis” , defined as one of the best 25 sportsmen by Espn, and an improvised meeting in the streets of New York with surprised and then enthusiastic spectators;
1996 – Football goes to hell As
you can easily guess, soccer in America started a couple of steps below basketball, baseball or even tennis. Over the years it has become increasingly popular even if Nike, also attentive to the European market, has always had an eye on Italian football .
In 1996 he hits the mark with a mythological spot that sees Maldini, Ronaldo, Brolin, Rui Costa, Kluivert, Campos called to save football from horrendous and evil devils. The final touch is still a must today: Cantona who raises his collar and before punching the goalkeeper exclaims: “Au revoir” .
Nike, later, will carry out many other campaigns on football (remember Ronaldo and Brazil at the airport or the whole chapter on the “cage” or the “joga bonito” ), but this spot from the mid-90s is a milestone and unique milestone ;
1996 – “I’m Tiger Woods”
In the same year, Nike decides to bet and invest in a boy, a golfer, recently switched to the pros. He believes in the boy’s potential and dedicates a simple and effective ad hoc campaign to him, so much so that he stays in the lead for days and days. Children and teenagers, in succession, pronounce “I’m Tiger Woods” : it is the presentation to the world of what for many will be considered the greatest golfer ever and among the best sportsmen.
Woods’ career needs no further words: already in 1997 he won the Masters at 21 years and 3 months making him the youngest winner in the history of the tournament;
2001 – After rock, now it’s up to hip hop
It is probable that that generation of kids got into hip hop and basketball seeing this spot. A rush of adrenaline, the desire to pick up the ball and do stunts and freestyle. Black background, soft lights, a beat created by the sound of the ball bouncing and shoes sliding on the parquet and an authentic masterpiece is produced. Having become an icon of the new century, the commercial has also been adapted in a “football” version;
2003 – Hi Michael Jordan
Michael Jordan and the basketball legend . Michael Jordan for almost two decades was one of the most successful faces of Nike who had already bet on him in the late 80s. Just think that there is a line, “Air Jordan” , built exclusively on the Chicago Bulls icon.
In 2003, with the announcement of his real and definitive retirement as a player from the NBA, Nike, in the throes of nostalgia, shoots a commercial along the lines of the past ones. There is director Spike Lee in the role of Mars Blackmom (invented name of this character who is very close to Mj’s) who persuades and tries to convince the number 23 to return to play .
A series of endless phone calls and then at the end of the video, he can be heard on the other side of the handset Jordan saying goodbye. Then “you-you-you” . It is the conclusion of an unattainable piece of history. Funny and a little sad at the same time;
2005 – With the crossbars of Ronaldinho the internet explodes
Nike introduces the concept of “virality”, a phenomenon of hyper-sharing and emulation that spreads through the network. Just a few words are enough: Ronaldinho, Barcelona, four bars (plus a fifth that can be heard at the end of the commercial). The masterpiece is served;
2013 – 25 years of “Just do it”
Nike, as seen with Spike Lee, has cyclically asked for the participation of actors, directors and show personnel. To celebrate the 25th anniversary of the slogan’s birth, he uses the voice of Bradley Cooper to narrate the exploits of the commercial called “Possibilities” .
It is an invitation to never give up , to believe in what you do: fatigue, sweat and defeats shape the winning athletes of tomorrow. Thus, we get to play together with Pique(Barcelona defender) or to challenge Serena Williams or LeBron James .
Needless to say, the campaign went viral immediately, garnering more than four million views in the first week of launch;
Now the ball goes to you: which spots have remained most impressed on you
