Nike, Inc.: What If We Treated All Athletes The Way We Treat Skateboarders? campaign

Nike, Inc. launched its first national advertising campaign portraying skateboarders in 1997.

Nike, Inc.: What If We Treated All Athletes The Way We Treat Skateboarders? campaign

Rebecca Stanfel

OVERVIEW

Nike, Inc. launched its first national advertising campaign portraying skateboarders in 1997. The three television ads that made up the effort used a pseudo-documentary style to depict the tribulations skateboarders suffered when they tried to practice their sport. "Running," "Golf," and "Tennis" showed participants in these three mainstream sports being derided and harassed simply for engaging in their chosen activities. Each spot closed with the tag line that served as the campaign's title: "What if we treated all athletes the way we treat...

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