Bo Jackson

Background Information Born in Bessemer, Alabama Attended the University of Auburn Track Baseball Football

Awards and Achievements 1983 All-American 1985 All-American 1985 Heisman Winner 1985 UPI Player of the Year Ran a 4.12 40 yard dash time (Fastest Recorded at the time) Drafted 1st Overall by the Buccaneers in 1986 NFL Draft 1989 MLB All-Star 1989 All-Star Game MVP 1990 NFL Pro Bowl

Thesis Through Bo Jackson’s athletic versatility, Nike revolutionized advertising by merging pop culture, in order to overtake the largest market share of athletic shoes.

Race For #1 Highly competitive battle for sales in the US between Nike and Reebok Reebok held the highest market share (Pre-90s) Aerobics were very popular A Reebok only product

Bo Knows Ad Campaign Premiered during the 1989 MLB All-Star Game Promoted Bo Jackson’s versatility which even left the president speechless

Bo Knows Commercial

Bo Running up walls

You Don’t Know Bo An ESPN 30 for 30 Featuring the journey of Bo Jackson https://vimeo.com/138159491

Works Cited Boje, David M., and Nancy E. Landrum. "Chapter 6." Chapter 6. Asian Post-crisis Management, n.d. Web. 16 May 2016. Mcgill, Douglas C. "Nike Is Bounding Past Reebok." The New York Times. The New York Times, 10 July 1989. Web. 16 May 2016. Banks, Alec. "Behind the Swoosh: The Anatomy of Nike's "Bo Knows" Campaign | Highsnobiety." Highsnobiety Behind the Swoosh The Anatomy of Nikes Bo Knows Campaign Comments. N.p., 15 July 2014. Web. 16 May 2016. Ellis, Josh. "The Greatest Ad Campaign Ever?" Success.com. Success, 24 Feb. 2014. Web. 16 May 2016.