1. Bo Jackson

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

3. Awards and Achievements
1983 All-American
1985 All-American
1985 Heisman Winner
1985 UPI Player of the Year
Ran a 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

4. 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.

5. 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

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

7. Bo Knows Commercial

8. Bo Running up walls

9. You Don’t Know Bo An ESPN 30 for 30
Featuring the journey of Bo Jackson

10. 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 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 Web. 16 May 2016.
Ellis, Josh. "The Greatest Ad Campaign Ever?" Success.com. Success, 24 Feb Web. 16 May 2016.