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A History of Bo Jackson's Nike Air Trainer Sneakers, nike bo jackson cross trainers

A History of Bo Jackson's Nike Air Trainer Sneakers, nike bo jackson cross trainers

Nike Air Trainer 1

The sneaker that unofficially began the Nike Training category was the Air Trainer 1. The sneaker was inspired by a trip to the gym by designer Tinker Hatfield. who noticed that fellow gym-goers arrived at the facilities with just one pair of shoes. Hatfield was immediately compelled to create a hybrid sneaker that offered proper support for racquet sports, basketball, weight-lifting, and one for running (four popular exercises that he observed at the gym), but the identity of the sneaker was none of those things, but rather a greater sum that amounted to Training. Early on, the shoes were worn by the infamous John McEnroe. and it wasn't until later that Bo Jackson was named the face of the burgeoning category.

Nike Air Trainer SC

The Air Trainer SC was the next Air Trainer model that was created specifically for Bo Jackson. This 1989 release makes use of a visible Air Unit at the heel and is best recognized in the “Medicine Ball” colorway, which returned to stores on January 3, 2015. This exact silhouette was later re-named as the Air Trainer 3 for reasons unknown (and the source of confusion regarding to the actual nomenclature of these models), but earlier retro releases from 2003 had them properly named as Air Trainer SC and were released exclusively in Europe.

Nike Air Trainer SC II

The sequel to the SC line was the Air Trainer SC II – another legendary silhouette designed by Tinker Hatfield. This higher-cut model featured a unique ankle liner that acted as a brace of sorts, while the neon-friendly colorways were a perfect match for early '90s fashion. The fibrous straps on the upper provided incredible stability and acted as an early precursor to Flywire, which was in high use by Nike since its inception in 2008. The Air Trainer SC II was highly revered by sneaker collectors and the retro release in 2011 was considered one of the best sneaker releases of that year.

Nike Air Trainer SC III

Perhaps the Air Trainer model we most easily connect with Bo Jackson is the Air Trainer SC III. The original colorway was dubbed the “Auburn” edition for its semblance to the school colors of Bo's alma mater. The Air Trainer SC III is more commonly known as the Air Trainer SC High, and for this reason many believe that this model precedes the Air Trainer SC II and even the Air Trainer SC detailed in the two earlier pages. To throw you in even more of a loop, the Air Trainer 2, which recently hit stores in recent months, was originally called the Air Trainer TW; it was only changed to “Air Trainer 2” when Nike brought the silhouette back in 2007 as part of its Skateboarding line.

Nike Air Trainer Max

The fifth and final Air Trainer shoe that was featured as part of official ad campaigns with Bo Jackson is the Air Trainer Max. This popular model released in 1991 and was subject to more confusion regarding its name (officially called a Max shoe despite not having any visible Air). What the shoe did boast was an incredibly lightweight EVA foam sole, a thinner mid-foot strap with a broader support zone, and a cut-out ankles that actually hinted at future Huarache designs.

Nike ‘s storied history of signature athletes includes world champions and all-time record setters in professional sports, but the individual that is considered to be the godfather of the brand's most explosive category is neither a champion nor a record-holder. His name is Bo Jackson . the two-sport pro athlete that displayed dominance on the baseball diamond and football field and championed Nike Training ‘s emphasis on the balance of speed and power. His relentless training regiment and mythical talent made him the perfect face for Nike's budding Cross Training focus, and with his help, the Training category was pushed to the forefront and became the identity of the Swoosh brand in the early 1990s. The “Bo Knows” campaign became a pop culture phenomenon. with the ads displaying the Auburn alumni taking part in a variety of sports.

Nike Training ascended alongside Bo's rise to fame and together they formed an everlasting bond, with the iconic Air Trainer shoe line acting as the vessel to deliver the message to its consumers. The shoes were, in fact, created to fit the needs of the everyday athlete that craved individual support for multiple activities at the gym or the outdoors, so who better to embody that than the man who did the same on a professional level? That said, the Air Trainer line was an incredible hit for athletes of all levels as well as those who valued the design aesthetic (aka the early sneakerheads). Following the Air Trainer 1 was a series of models like the Air Trainer SC High and Air Trainer Max, and although these shoes never officially had Bo's name attached to the shoe, we all credit him and his relentless training regiment for the birth and sustenance of the category. Take a look at this History of Bo Jackson's Nike Air Trainer Sneakers .

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A History of Bo Jackson's Nike Air Trainer Sneakers, nike bo jackson cross trainers

Nike Air Trainer 1

Nike Air Trainer SC

Nike Air Trainer SC II

Nike Air Trainer SC III

Nike Air Trainer Max

Follow Sneaker News on Twitter at @sneakernews

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February 22nd - Posted By King Cobra

Tomorrow, Saturday, February 23rd the Nike Air Trainer SC drops in the “Auburn” or “White/Total Orange/Purple/Stealth” colorway. The shoe was made popular in the 80′s by two-sport legend Bo Jackson, and this release pays homage to the colors he wore during his heralded college career at Auburn University. The high top Trainer SC features a… Read More >>

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November 5th - Posted By Teddy 'Roo

The Bo Jackson Nike Air Trainer SC was one of the signature shoes of the 90′s. This past weekend the Trainer SC was released in a Michigan inspired colorway. While not officially Maize and Blue as most Michigan fans would be quick to point out, the colorway of the drop is White/Tour Yellow-Anthracite-Midnight Navy. White… Read More >>

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March 31st - Posted By

Bo has been back since August '09, but now he's got more colors. You can grab this Nike Air Trainer SC in White/Midnight Navy at Foot Locker stores now. The OG colorway is still available on footlocker.com.

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February 17th - Posted By

The Orange Trainer SC has been restocked at footlocker.com and Foot Locker stores. The Trainer SC originally hit in the early '90s and was brought back in August of 2009. We have restocked the shelves and you have another chance to grab these classics. For more shots of the Trainer SC hit up the Gallery.

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December 2nd - Posted By

The last of three Air Trainer SC's to hit Foot Locker is arriving now (earlier arrivals included the black/grey and OG white/grey/stealth). You can pick up the white/grey/beet at select stores starting today, and more pairs should continue to flow in this week.

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November 2nd - Posted By

The retro of Bo Jackson's Air Trainer SC, in LA (now Oakland) Raiders silver and black, will arrive at Foot Locker stores this week. If you've been waiting for these (they were originally set for October) you can cop them now. Also delivering this week are some of the early colors of the Air Max… Read More >>

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November 2nd - Posted By

This Nike Trainer 1 Mid in medium grey/black/chlorophyll reps for tennis bad boy turned commentator John McEnroe. It arrives at select Foot Locker stores (pairs are limited) around the same time as the “Bo Knows” Trainer 1, as early as next week. The inside of the tongue features a “Mac Knows” tag, stemming from McEnroe's… Read More >>

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November 2nd - Posted By

A new, limited, “Bo Knows” Trainer 1 Mid black/black/metallic silver will hit select Foot Locker stores as early as next week. The “Bo Knows” line featured on the tongue and insole, riffs on the Nike Cross-Training commercials from the mid 90′s featuring multi-sport star Bo Jackson “knowing” every sport from baseball to hockey. With each… Read More >>

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August 25th - Posted By

The much anticipated drop of the Nike Air Trainer SC, Bo Jackson's signature cross-training shoe, is here a little bit early. The OG white/grey/orange/stealth colorway starts to arrive at Foot Locker locations as early as today, and will continue to come in through this week. Check your local spot for availability.

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August 18th - Posted By

It's Bo Jackson fever lately, with the much anticipated return of the OG color of his Air Trainer SC coming soon, as well as the new Air Trainer II LE featuring Tecmo Bo already in stores. Now there's another Tecmo Bo tribute with this Sky Force High black/metallic silver, in select Foot Locker stores now.

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Sneakers - At Foot Locker, we are serious about our passion and enthusiasm for shoes. We've been present for the trends, evolution and revolution for more than 35 years. We offer nothing less than the latest and greatest selection of athletically inspired sneakers and apparel by the top brands: Jordan, Nike, adidas, and more.

February 22nd - Posted By King Cobra

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The History Of Cross Training, nike bo jackson cross trainers

The History Of Cross Training Story by Nick Santora

Originally published in Sneaker Freaker Issue 24

The Nike cross training legend goes something like this. On his way to workout at the Metro YMCA in Portland, Nike designer Tinker Hatfield found himself unhappily pondering the contents of his gym bag. Noticing that many of his fellow gymrats arrived with a solitary pair, often performing multiple activities in unsuitable footwear, Hatfield was tired of packing four pairs of shoes- one for basketball, one for running, one for weights and another for racquet sports. Thereabouts a fluorescent tube flickered and went off. Hatfield went back to his office to design a hybrid that could do the job of four sneakers. Nike execs were unconvinced, but with the help of a young Mark Parker (the future Nike CEO), Hatfield emerged victorious with a stunning prototype.

The Air Trainer 1 was unlike anything seen at this point. It was a hybrid court shoe with roots in basketball. But the differences were noticeable enough for consumers to understand they were totally designed for training. The three-quarter height provided the stability while the black forefoot strap added another layer of support and straight-up bad ass appeal in the looks department. That tough and technical stance juxtaposed with premium leather, grey suede and green accents allowed the Trainer 1s to flex perfectly at the gym, in the street and on the tennis courts. It was truly four, maybe even five shoes in one.

A unique design alone rarely launches a sneaker into its own franchise category, but with the Air Trainer 1, Nike has created the perfect product for its time. 1987 was the year a revolution took place at Nike that changed the athletic footwear industry forever. Technology, design, marketing and athletic performance all converged together with the simultaneous launch of visible air, cross training, and the first Air Jordans with reptile embossed side panels and total absence of the iconic Swoosh. The future was so bright, Joel Goodsen was still wear shades.

The birth of cross training as we know it begins in the mid- 80s, but its roots can be traced back to the start of the 1960s, when the notion of physical well being entered the American consciousness. President John F. Kennedy was a major proponent of the benefits of youth fitness programs and even wrote an article on the topic for Sports Illustrated Magazine. JFK’s commitment can be summarized with this quote, “Physical fitness is the basis for all other forms of excellence.”

In 1962 Oregon Track Coach (and future Nike co-founder) Bill Bowerman traveled to New Zealand to spend time with Arthur Lydiard, the famed kiwi athletics coach. Lydiard was the first to promote fitness through road running, something he referred to as jogging, which was a unique idea at the time. After his stint in New Zealand, Bowerman brought Lydiard’s concept back to Oregon and helped spread the gospel of exercise with his book Jogging, which was published in 1966.

This is a significant moment in sportswear history because it was the first time something as simple as jogging in the street gets marketed as an actual sport. Running clubs were formed around the country and as their popularity spread, a whole new genre of sportswear and equipment was created to serve these amateur athletes, many of whom were obsessed with an idea of completing a marathon. Demand for jogging sneakers would explode in the 70s, with New Balance, ASICS, Saucony, adidas and the newly formed Nike competing for the hearts of long distance practitioners.

Skip to the early 1980s however, and the solitary nature of pounding the pavement was beginning to decline. In its place health clubs begin to sprout up, with personalized fitness products designed for the newly- christened demographic known as yuppies (young urban professionals). Long distance runners had been defined by their scrawny physiques, but yuppies had their own body image to aim for- hairless chests and bionic biceps, much like a human version of a Ken doll.

Perhaps it was a delayed reaction to Pumping Iron, a 1977 docudrama about the world of bodybuilding that featured Arnold Schwarzenegger, but also at some point, society began to equate a buffed body with the notion of being a winner. If you were in shape, it meant that you were successful in life and could also afford to spend time and money in state-of-the-art facilities. Looking like Mr. Universe was a new concept driven by boundless vanity and would become one of the enduring symbols of the 1980s.

The most popular activity at health clubs was aerobics for women, personified by Olivia Newton-John’s Physical and Jane Fonda in her workout videos. Braided headbands, neon leotards and leg warmers quickly became the quintessential accessories.

In 1982 Reebok created the Freestyle, the first athletic shoe manufactured and marketed specifically for women. The Freestyle’s epic popularity changed the footwear business virtually overnight and Reebok’s annual sales went from just over $1 million in 1981 to $66 million in 1984, with over half of the sales coming from this one shoe alone. In 1986 sales skyrocketed to $400 million. With Reebok crushing the opposition, Paul Fireman must have felt totally vindicated by his decision to focus on women. Over at Nike, Phil Knight was livid and plotting revenge.

In an effort to cash-in, brands targeted the next best thing- aerobics shoes for men- albeit under the more virile title of fitness. Reebok’s Workout would arguably become the most well known of these models, but nearly ever brand dabbled in this pseudo-tennis-shoe field of design, most of which were functionally nondescript. Yet there was something elementary missing from the fitness formula. Perhaps the shoes were too sleekly feminine to reach tipping point, but the answer was not far away.

As noted in the introduction, all that changed in 1987 when Nike rolled out the Air Trainer 1 and instantly defined a fresh masculine mentality in design, function and performance. Cross training had arrived as a category and the world was about to find out, sneaker design and marketing had just been taken to the next level. Nike knew they had to make a profound impact, enlisting their long-term advertising agency Wieden + Kennedy for the task. The slogan ‘Just Do It’ was about to become a new global mantra and when they purchased to use the rights to use Revolution #9 (owned by Michael Jackson funny enough), Nike controversially became the first company to use an original Beatles tune in a commercial.

Music fans were outraged. Paul McCartney and every sneaker lover in the free world was gobsmacked as cross trainers and visible air were all introduced in monotone with amateur athletes appearing alongside John McEnroe and a jovial young Michael Jordan. You say you want a revolution? Well, there it was!

The Air Trainers were off to a flying start, and they received an accidental boost via their affiliation with tennis bad boy John McEnroe. Legend has it that McEnroe was reluctantly given the shoes by Nike staffer Peter Moore who expressly told him never to wear them playing tennis. Not want to toe anyone’s line, McEnroe immediately wore the shoes in a game, telling Moore ‘That’s the best tennis shoes you assholes have ever made!’ Soon enough, the Air Trainer 1 would also be seen on fellow Nike athletes Andre Agassi and Mats Wilander. Worldwide exposure in professional tournaments was the final push the sneakers needed to legitimize the new category of cross training.

By 1989, McEnroe and Agassi would become the spokesmen for the new Trainer- inspired Challenge Court tennis line. A new face was therefore needed to front the cross trainer campaign and with Bo Jackson, Nike had signed the perfect bod for the job. Jackson was an almost mythically talented athlete and the first man to play both professional baseball and football in alternate seasons.

If Michael Jordan could fly, Bo was blessed with super-human speed and power. Once again Wieden + Kennedy captured this virtuoso duality with the famous Bo Knows campaign, which they extrapolated into TV spots and dozens of press ads. The athlete who could play any sport was the perfect face for Nike cross training. Commercials had Jackson excelling in baseball, golf, hockey and tennis with the final punchline an appearance on stage with Bo Diddley. Awestruck by the sporting savant’s guitar playing, ‘Bo, you do know Diddly!’ became the tagline that closed the sequence. Another TV spot featured the classic line ‘Bo don’t surf! That’s what you think dudes!’ before his image is multiplied several times over in different athletes, confirming his claims to all around sporting profection.

By now the Air Trainer line was several years old and its extensive use of velcro straps, punchy color combos and tech materials was perfectly in step with early '90s fashion. Design and technology, combined with brilliant advertising, had ensured Nike’s ruthless dominance of the category. In 1989 Reebok finally entered the cross training design war, releasing several models, later fusing them with their inflatable Pump range.

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idea to link cross-training with athlete Bo Jackson, featured in this Joe Pytka-directed spot. READY, SET, BO HOW NIKE, WIEDEN'S RISWOLD `JUST DID IT' FOR CROSS-TRAINING, nike bo jackson cross trainers

Published on June 20, 1994.

In the fall of 1986, John McEnroe played in the Volvo Tennis Tournament in Los Angeles in a grayish, relatively high-sided shoe with a big strap across the top. Tinker Hatfield called his latest invention the Air Cross-Trainer, and customers immediately began to come into stores to ask about the unusual new tennis shoe they'd seen John McEnroe wearing on TV.

They were told that the shoes weren't tennis shoes. They were cross-trainers, but as with too many Nike innovations on behalf of athletes, the shoes failed to take on a more graspable public meaning out there beyond Nike, in the "real world."

"You know, I've been thinking about these next cross-trainers you want to move out next year," a young ad copywriter named Jim Riswold mentioned to [chief shoe designer] Hatfield during a meeting in mid-1987. "If you're thinking about hooking the shoes up with a guy, this Bo Jackson kid's a natural."

Jim Riswold was 30 at the time, and his friends and colleagues often claimed that they were still waiting for Jim to turn 13. Riswold's house in Portland was cluttered with a collection of toys and various other artifacts connected to Warner Bros. and his childhood hero, Bugs Bunny. Riswold was also a bona fide sports nut in the manner of a somewhat hyperactive adolescent boy.

Firmly committed to protracting the experiences of a boy's life, Riswold managed to remain an undergraduate at the University of Washington for some seven years. He received a bachelor's degree in history before chickening out on "the idea of law school."

Then he went back for another B.A. in philosophy, because he wanted to go on to advanced graduate research on the work of certain 19th century German philosophers. But after graduation, when Riswold discovered that his inability to read or speak German might seriously impede this particular career route, he went back to college again for a third B.A. this one in communications.

In 1979, Riswold had a part-time job working for the Seattle SuperSonics basketball team, which led to a full-time job with the Seattle [agency] the Sonics employed. Riswold figured he'd stick with advertising until he figured out what he really wanted to study during his next pass through school.

But then he heard about a tiny ad agency in Portland that was looking for a writer. Riswold submitted his resume and soon moved to Oregon to work for Wieden & Kennedy. He thinks he was the sixth employee of the agency.

Advertising was always a touchy subject inside Nike, because [Chairman Philip] Knight was known to believe that the whole process was phony. Athletes were the real ticket. Real athletes in authentic shoes would draw the public to the goods because of the honesty of the process.

Nike began to place a bit of its advertising business with Dan Wieden and David Kennedy's company in 1980. Knight's first words to Dan Wieden when they met were: "I'm Phil Knight, and I hate advertising."

But by the end of the late 1980s, the relationship of Nike and the by-then much-decorated and annually awarded ad shop in Portland was the stuff of Madison Avenue legend.

The Wieden & Kennedy offices in Portland sported a basketball court replete with bleachers. The Nike model-or anti-model-became the basis of the philosophical and managerial culture of the ad agency and helped Nike out of a period of decline, doubt and introversion by gleaning what was noble and cool about the tribal Nike style and world view and then packaging their temperament and sports-lust as TV commercials, magazine ads and [outdoor] boards.

The customers, with [the agency's] help, would finally understand that Nike meant something more than shoes.

Around the time Jim Riswold mentioned his fascination with the multitalented kid named Bo, a new class of air-cushioned shoes was ready to debut.

[Riswold was] assigned the job of creating a way to connect Bo Jackson-who would never actually play his sports in cross-trainers-with the new category of shoes.

Jackson won the 1985 Heisman Trophy as a senior football player at Auburn, but Knight was less than pleased when he discovered that a Nike functionary had, without his approval, agreed to a $100,000 endorsement deal with some kid from Alabama who could have played high-profile pro football but had opted instead for a backwater minor league baseball career.

But a year later, Jackson was playing Major League Baseball with the Kansas City Royals, and he'd committed to playing at least part of the next football season with the Los Angeles Raiders.

Riswold wrote a series of commercials that featured Bo exercising like crazy-which Bo really did every single day. He rode a bike like a madman in one and worked out furiously in another. Here, the commercials clearly implied, was the ultimate cross-training athlete.

Bo was ready for anything. He was "intense" and "hungry," as the sports cliches have it, and yet the commercials made from Riswold's scripts also conveyed a certain irony. The commercials hinted that Bo had been allowed to understand that his depiction approached perceived limits of mortal capacity. After pedaling the bike like a powerful machine for all but the last few seconds of one of the new commercials, Bo turned and asked with a pre-game determination, "Now when is that Tour de France thing?"

The ironies were complex and submerged. Bo was the omnibus athlete of ancient contests, but he was also the American John Henry, dwarfing his bike and ready to vanquish all comers.

The ads were judged quite good inside Nike and Wieden & Kennedy, but everybody involved knew that the combination of the cross-training innovations and a Bo Jackson who played two professional sports could be made much bigger.

And with Nike now drifting as the No. 2 athletic shoe power, an explosive sort of success was all that would be accepted.

"They have to be woken up!" Knight would say. "What we need is a way to wake them up all over again."

Jim Riswold had always believed that the "unique selling proposition"-the famous USP, which, according to standard advertising and marketing practices, was that feature or design of a product that distinguished it from the competition-could, under carefully crafted circumstances, be a guy. or at least the image of a guy. But while plenty of baseball mitts had been sold over the years because the local Johnny Peskys of a particular time and place had signed their names in the pockets, the massive portion of the general public that a corporation of Nike's current size needed to address did not, as a whole, understand the heroic qualities of great athletes in the way Knight and Riswold did.

The trick would be to find a way to cause an athlete to rise above the mire of sports platitudes, the ersatz homilies and the canned emotions that the public had come to expect. A new perspective on the sports hero would have to come through some kind of creative incongruity.

In February of 1988, with the Bo-on-a-bike and other cross-training spots due to premiere that coming spring, Riswold was sitting in McCormick & Schmick's, a bar and restaurant on the corner of First and Oak, a few blocks from the Wieden & Kennedy offices. Nike and [agency] personnel often retired to McCormick & Schmick's to free-associate together after meetings at the agency.

"We've got to ignite the category," Nike VP of Marketing Tom Clarke told Riswold. "Bo's gonna be making the national highlight reels all the time. It's time for us to really light the fire."

Riswold already knew that Nike was prepared to risk a significant portion of the company's total ad budget on an inspired cross-training campaign.

"Yeah, thanks for reminding me," Riswold said to Clarke, staring into his local beer. "Bo," he said, squinting with fatigue. "Bo. Bo. Bo what?"

It was almost 10 p.m. by then, and several rounds of beer had already come to the table.

"Beau Brummell," somebody said.

"Bo Derek," said Nike Ad Director Scott Bedbury.

"Bo Schembechler," added another, naming the football coach at the University of Michigan, a member of the ever-growing fraternity of Nike guys.

"Bo Diddley," said Tom Clarke.

A brief discussion about the rock 'n' roll performer ensued. Diddley was a godlike figure to many of the most famous British and American rock stars of the past 30 years, but the Chicago-based singer and guitar player had never risen to rock 'n' roll stardom himself-in large part because he seemed to regard his songs and all of life in general as a somewhat bitter and, usually, dirty joke. Bo Diddley was one of those underappreciated American originals, a legend who few Americans would be able to identify because he simply refused to be anything but himself.

Bo Diddley stories were told, and the names of his old songs were tossed back and forth for several minutes, until Jim Riswold suddenly said, "We have to change the subject. Now."

And everybody at the table knew Riswold had an idea.

Later that same night, cogitating like crazy, Riswold backed the phrase "Bo knows" out of "Bo, you don't know Diddley," the latter phrase having come to him back in the bar.

Inside a 60-second commercial, the cross-training implications projected by Bo really "knowing" football and baseball could be overtly ironized through testimonials to his limitless powers from other Nike stars. [Michael] Jordan could testify that Bo knew basketball. McEnroe could say that Bo knew tennis, too.

Riswold figured that the Great One [Wayne Gretzky], recently moved into the American marketing spotlight provided by his trade from Edmonton to the Los Angeles Kings, could contend that Bo knew hockey, too. A bunch of outsized weight-lifters on Venice Beach would attest to Bo's knowledge and, finally, Bo Diddley himself would appear. with Bo Jackson in a Bo Diddley hat. wearing spandex workout pants and hacking at a guitar at the other Bo's legendary side!

By now Riswold was jumping up and down on his bed.

The commercial was designed to open with the words "Cross-training by Bo Jackson" set against a black background. The next shot would be another printed message-"Music by Bo Diddley"-which would identify the sound track for those millions who couldn't remember the guitar riffs from the 1955 hit "I'm a Man."

The spot would be shot by the commercial director Joe Pytka, whose powerful, if saccharine, Hallmark commercials belied Pytka's macho, often ranting ponytailed presence. Pytka always traveled with a basketball and liked to take on all comers at one-on-one-especially the star athletes in some of his commercials.

A huge man-much taller than Bo Jackson-Pytka would once scream at Bo for not charging close enough to the camera during the filming of one of the many commercials they would do together over the years.

During the next take, Bo ran right directly over the director and his camera and sliced up Pytka's nose.

The Bo-and-Bo part of the first "Bo knows" spot was filmed in a nightclub near the Kansas City Royals spring training facility in Orlando. The other athletes were shot wherever they could be found. In Vero Beach, Fla. Pytka filmed Los Angeles Dodgers star Kirk Gibson saying "Bo knows".

It was on the set with McEnroe that Riswold came up with the idea of McEnroe turning his "Bo knows tennis" proclamation into a question; and before Gretzky skated up to the camera, Riswold told Wayne to just stop, shake his head at the thought of Bo Jackson knowing one of the whitest and most specialized sports of them all, and say, "No."

By the time Bo Diddley was shown in the commercial-at first to tell the younger and far more heavily muscled Bo that he, in fact, knew diddley about music, and in the next shot, "six months later," to admit that perhaps he did know diddley after all-the musician's ironic smile and laconic "I'm good but I don't really care" demeanor provided a near-perfect fillip to the compressed whirl of jarring cultural, artistic, athletic, personal, generational, racial and ironic juxtapositions.

Endorsed inside a minute by the most overtly talented athletes of the time, and begrudgingly accepted by one of the coolest of all the characters from the era when cool was born, Bo Jackson-who had not a single line in the commercial-was about to become, as Michael Jordan would later put it, "a dream."

And Nike was about to ride that dream into what was often referred to as an extended "marketing orgasm" that would continue for another two years.

In June, the commercial was shown to 1,000 Nike sales reps in for a massive sales conclave in Beaverton, and they all jumped to their feet at once and applauded and cheered and whistled for 5 minutes after the last note of Bo Diddley's guitar was heard.

Scott Bedbury went to Knight and proposed that it was time to take one of those old-fashioned Knight-like risks. Knight agreed to double the media investment in the `Bo knows" spots, from $6 million to $12 million-which was a lot of money for a company not making much money at the time. All running-shoe advertising was put on hold, as was ad support for the burgeoning basketball category. No money would be spent on test groups or focus groups that might help measure the power of the commercial. All the money available and the entire back-to-school selling season would be hung on Bo.

On the morning of the July 1989 baseball All-Star Game, a page ad in USA Today announced that Michael Jordan, John McEnroe and Wayne Gretzky would all be joining Bo Jackson for the big game that night. A line on the bottom of the page said that anyone who missed the top of the fourth inning-when the Nike spot was scheduled to premiere-would be sorry .*.*.

Bo hit a homer his first time at bat; the plane flew over the stadium with the "Bo knows" sign; smaller "Bo knows" signs and "Bo knows" hats were unveiled in the stands by Nike people spaced throughout the crowd. And then the commercial aired in the "A" spot just as planned.

Because of the big inning the American League team had just had, when the game recommenced, there was Bo again, standing at the plate. He singled to the right and went on to win the game's MVP award.

"God," Jim Riswold said as he watched everything fall into place from the stands, "is a Bo Jackson fan."

The commercial wasn't scheduled to run again for almost three weeks, timed to kick off the back to-school season, but it was shown close to 20 times during those weeks anyway. It appeared on evening news spots about Bo and his brilliant new commercial. It ran on the network morning talk shows and on "Entertainment Tonight."

The commercial immediately became the talk of the entertainment business, the ad world and the sports scene. The wit and intelligence of the commercial was widely applauded by critics and various elite observers of popular culture.

By the time all the critiques and news features were done, Scott Bedbury figured that Nike had received close to $20 million worth of free exposure.

As soon as the selling of Bo's shoes began, Nike quickly dominated 80% of the new cross-training shoe market. Sales of the shoes rose from less than $40 million after McEnroe strolled out on the court in his strange-looking grayish shoes, to more than $400 million at the height of the Bo frenzy.

And Bo Jackson, who made around 25 cents from every pair of the top-of-the-line cross-trainers sold, became much richer by the day. Jackson was not the best football player or the best baseball player, and very few members of his new following would ever know that he tended to stutter painfully at times, or that he often growled at the sports reporters and columnists who usually form the public perception of most athletes' personalities.

But the Bo Jackson of the "Bo knows" commercials had transcended all of that. By early 1991, Bo Jackson was the second most famous athlete in the world. He owned, by then, an "athlete influence rating" of 4.22-to Michael Jordan's 4.46. The hip and irreverent intimations of Bo's athletic superpowers and his happy, self-effacing flailing at the electric guitar and knowing glances at the camera had conspired to make Bo "real"-or at least appear knowable in a way that famous people almost never are.

Bo's image was full of warmth and cool and physical power. In 1988, Riswold's first campaign implied that Bo could do anything. By 1990, he simply "knew." Compared to a more traditional product-endorser .*.*. Bo was everything.

A New Yorker cartoon claimed that "Bo knows fiction." T-shirt one-liners appeared on boardwalks and beaches promoting the arguably racist and clearly sexual expansion of the cultural assumption: "Bo knows your sister."

Bo had quickly transcended Kansas City and [Los Angeles] and gone national, and when the campaign was rolled across Europe, where soccer star Ian Rush and the cricket legend Ian Botham were inserted as Bo-endorsers with a local flair, viewers in France and Italy who would never see Bo Jackson play or ever be able to describe the basic rules of his games began to walk into stores to buy Nike cross-trainers because they were the shoes preferred by Bo.

By then most Europeans also understood the English phrase "Just do it," and they knew about the company connected to the words. Something about the starkness of the presentation of "Just do it" was important to the phrase's elevation as a modern war whoop.

The historical compression of Nike's earliest purposes and the subtle but massive selling mechanism of the phrase was so attractive that Scott Bedbury told Knight that "Just do it" had to be protected from overuse.

"We can't put it on pencils and key chains," he said. "This thing has become much more than an ad slogan. It's an idea. It's like a frame of mind."

In 1991, after Nike had returned to the No. 1 slot in terms of sales, the American superhero Bo Jackson was very seriously injured on the football field. His dire medical prognosis inspired the Kansas City Royals to cut him from the team.

During a meeting in Beaverton, Tom Clarke told Knight, "I think we have to accept the fact that Bo's never coming back. Bo's gonna be a lucky man if he's ever able to tie his own shoes."

"I am gonna be back. I'm gonna play baseball again," Bo said to Phil Knight on the phone.

"We're with you," Knight told him.

From the book "Just Do It," by Donald Katz. Copyright R 1994 by Donald Katz. Published by Random House Inc. New York.

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The 25 Best Signature Trainers of All Time, nike bo jackson cross trainers

If there’s such a thing as a golden era of cross trainers, without a doubt it's the ‘90s.

Fueled by larger-than-life athletes of the time, like Bo Jackson and John McEnroe, the ‘90s saw a boom in cross-training needs—something that had been overlooked up until then. With Nike at the forefront, footwear brands realized the need for a multipurpose shoe that would provide the proper stability and support for more than one activity. The immediate result was the

No. 25 - Jordan Mossified

Randy Moss may be well past his prime, but back in his golden years with the Minnesota Vikings, Moss was one of the most dominant wideouts to ever play professional football. Back track to 2001, in his third year in the league, Moss received his first ever signature trainer, the Jordan Mossified. It was the perfect shoe to burn defenders in at the Metrodome—and boy did he burn them.

No. 24 - Nike Zoom Turf

Just as Barry Sanders holds legendary status as a football player, his signature Nike Zoom Turf is a legend of its own when it comes to turf sneakers. The Zoom Turf, with its superb grip, responsive Zoom Air unit, and a mean design to match, was the perfect compliment to Barry’s elusive play.

No. 23 - Nike Air Ubiquitous Max

The design of the Nike Air Ubiquitous Max was just as wild as Jerry Rice himself. Influenced by basketball sneakers, the shoe featured a contoured midsole and outsole for a more natural fit. A full-length visible Zoom Air unit added superb cushioning to the shoe, while the high-traction rubber outsole provided the durability required for intense training. Not to mention, it had one of the most unforgettable names of all the trainers of its time.

No. 22 - Nike Air Zoom Jet Mid

1997 was a hell of a year for signature trainers. Among them, Brett Favre's Nike Air Zoom Jet Mid. Designed for quick cuts and speed, the Zoom Jet Mid featured all the best performance technologies of the time, including Zoom Cushioning and a midfoot strap for a lockdown fit. The shoe offered excellent lateral support and was built to take a beating on the field.

No. 21 - Nike Air Speed Turf Max

Dan Marino had a Hall of Fame career as quarterback of the Miami Dolphins in the '80s and '90s. Despite never winning a Superbowl, Marino consistently torched defenses in his long career as a pro, and he did it in his signature Nike Air Speed Turf Max. The design of the shoe is pretty consistent with the era, with multiple layers, materials, and technology draped all over. The Air Speed Turf Max is certainly one of the most sought after turf sneakers still today.

As quoted in an Eastbay ad,  the Nike DT 4 "is as fast and ballistic as Deion himself." Of course, we're referring to Deion Sanders, who was all about the running-inspired Air D.T. 4 for training purposes. The shoe featured what Nike referred to as a midfoot "Spat Strap" for a custom fit. A contoured midsole gave the shoe better lateral capacity.

The Reebok ES22 is a classic in every sense of the word. Worn by Hall of Fame running back Emmitt Smith, the ES22 featured a mid-cut design for enhanced stability and support. Its Hexalite technology (seen in the midfoot) provided Smith with greater shock absorption in areas of peak pressure.

No. 18 - Nike Zoom Kobe Trainer

Most of you are familiar with Kobe Bryant's on-court signature lineup (now in its eighth edition) from Nike. But people tend to forget that the "Black Mamba" has been the inspiration behind some off-court training sneakers as well, namely the Zoom Kobe Trainer. The shoe featured a lightweight synthetic leather upper for durable protection and comfort, along with a velcro strap across the midfoot for a stable fit.

Ahead of his 3,000 th career hit, Jordan Brand rolled out the commemorative DJ3K gear for Derek Jeter. Along with the Jeter Cut cleat, the collection featured an exclusive version of the Jeter Cut trainer. The shoe featured a clean design that was very fitting of old No. 2.

No. 16 - Reebok Shaq Trainer

Player: Shaquille O'Neal
Year Introduced: 1995

When you think Shaq, the recently re-released Reebok Shaq Attaq probably comes to mind first. But while he was dominating in the Shaq Attaq on the court, off it, "The Deisel" was putting in work in his signature Shaq Trainer.

No. 15 - adidas Beckenbauer All Around

Player:  Franz Beckenbauer
Year Introduced: 1982

The golden era of signature trainers was definitely the '90s. However, adidas was on to something when they dropped the Beckenbauer All Around trainer the decade prior in 1982. Made for German soccer legend Franz Beckenbauer, the shoe featured a full grain leather upper, a suede toe and a grippy rubber outsole for all around performance.

No. 14 - Under Armour Cam Highlight Trainer

There's a pretty obvious element to the UA Cam Highlight Trainer sets it apart from every other shoe on this list: its high-top CompFit ankle sleeve construction. The first signature shoe of Carolina Panthers star QB Cam Newton, the Highlight Trainer is all about a custom, lockdown fit. The shoe provides great foot support with its unique build, not to mention the well-cushioned Micro G midsole for firm footing.

No. 13 - Nike Griffey Max 2

Ken Griffey Jr.'s initial signature shoe was such a hit, Nike didn't waste any time at all releasing the follow-up model, the Griffey Max 2. Among the upgrades included slightly larger Nike Air units, and Carbon Fiber overlays on the upper for some structure. The Griffey Max 2 was as comfortable as they come.

Pele was arguably the best soccer player to ever take the field. Just as Pele helped Brazil dominate the rest of the world, his signature Puma Pele trainer inspired a whole new look for Puma. The shoe featured a high-traction outsole that extended over the upper for sure-footed grip while training.

No. 11 - Nike Diamond Turf 2

Deion "Prime Time" Sanders' second signature shoe featured similar style and performance seen in its predecessor. The shoe featured a durable nubuck upper, comfortable neoprene inner sleeve and a solid rubber outsole for increased traction. An Air unit added an extra touch of comfort, and the midfoot strap provided Deion with a secure fit.

No. 10 - Nike Zoom Revis

The highly anticipated Zoom Revis hasn't been around for long, but already it has established itself as one of the best Nike trainers ever—and that says a lot. The shoe is equipped for year-round use thanks to an all-weather construction. The multi-terrain trainer can handle everything from natural and synthetic surfaces, and everything in between.

No. 9 - Nike Air Diamond Turf

The NIke Air Diamond Turf was a great looking shoe, and it was equally as impressive under the hood. The shoe that Deion Sanders made famous has been retro'd a few times since the initial release, proving just how popular these signature trainers still are.

No. 8 - NIke Air Total Bus

In 1998, Nike introduced the Air Total Bus for Pittsburgh Steelers running back Jerome Bettis. The shoe was one of the first trainers to feature Total Air technology. With a thick full-grain leather upper, and a rugged rubber outsole, the Air Total Bus was supportive enough to carry "The Bus" without blowing a flat. The Air Total Bus went on to be Bettis' one and only signature trainer.

No. 7 - Jordan Cover 3 (Super Freak)

Formerly known as the Jordan Super Freak, the Cover 3 was Randy Moss' shoe prior to him receiving the aforementioned Jordan Mossified. Though it was considered an unofficial signature, the Cover 3 was a great fit for Moss and his freakish athleticism. The shoe featured a leather/synthetic upper, with a zip-up midfoot cover draped over it for a glove-like fit, along with a  full-length Zoom Air unit under the removable sockliner.

No. 6 - Nike Air Trainer SC 

To put it in simple terms, Bo Jackson put Nike trainers on the map. You may remember the Air Trainer SC as the shoe worn by Jackson in the memorable Nike commercial "Bo Knows Best." Well, we remember that commercial too. But we also recall the Air Trainer SC as one of the first shoes designed specifically for cross-training. More recently, the shoe has been retro'd as an "Auburn" colorway.

No. 5 - Nike Air Nomo Max

Back in the '90s, Hideo Nomo became the first Japanese-born Major League Baseball player to play full-time in the States. Naturally, Nike took notice and snatched him up. A year after Nomo was named NL Rookie of the Year, Nike released the Air Nomo Max with great success. The shoe featured a breathable mesh mid-cut upper, set atop a contoured polyurethane midsole.

No. 4 - adidas Equipment Key Trainer

Player: Keyshawn Johnson
Year Introduced: 1996

adidas' Feet You Wear technology was all the hype in basketball back in the '90s, with Kobe Bryant holding it down for the Three Stripes on the hardwood, adidas turned to Keyshawn Johnson to put the technology to work on the gridiron. The Equipment Key Trainer featured the signature contoured outsole for a more natural feel, no matter what the sport.

No. 3 - Nike Zoom Vick II

Like the rest of Michael Vick's initial signature trainer lineup, the Nike Zoom Vick II was way ahead of its time in terms of design. The shoe featured a clean, two-toned silhouette constructed from crafted leathers and synthetic materials. The Zoom Vick II featured a double-lasted forefoot to keep the foot locked in, as well as an adjustable heel-fit system optimal performance during high-intensity workouts.

No. 2 - Nike Diamond Turf Max

By now, we've established that Nike hooked "Prime Time" up with a slew of signature trainers during his career, and why not. The two-sport superstar could tear it up on the baseball diamond just like he could on the football field. The Diamond Turf Max featured that prevalent midfoot "Spat Strap," as well as blow-molded heel Air Sole. The shoe's grippy outsole was designed specifically for optimal performance on turf.

No. 1 - Nike Air Griffey Max

There was a time when Ken Griffey Jr. was the best baseball player around. A lot has happened since then, but Griffey's namesake signature trainer, the Nike Air Griffey Max, is still regarded as one of the most popular training sneakers of all time. The shoe carried a similar midsole design as the Nike Air Nomo Max released that same year. Unlike the Nike football trainers of the time that featured a midfoot strap, Jr.'s baseball version had a strap across the collar for a locked-in fit.

Gurvinder Singh Gandu is a New York City-based contributing writer for Yahoo! Sports and Sneaker Report. A California-raised, performance gear and footwear expert, Follow him @GurvinderSG  to keep up with all things performance.

Nike Air Trainer '91 Pack Celebrates Bo Jackson, nike bo jackson cross trainers

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During the 1989 MLB All-Star Game, the world was introduced to one of the most genius ad campaigns ever created: “Bo Knows” The brainchild of former Wieden + Kennedy Creative Director, Jim Riswold, it's the perfect storm of creativity, cameos and commerce. We delve into the process and execution of the legendary Nike spot.

During the 1989 Midsummer Classic that pitted the National League All-Stars versus their American league brethren, the 40th President of the United States of America, Ronald Reagan, found himself in the broadcaster's booth during the first inning – flanked by legendary statistical crooner Vin Scully – who let the television audience know that Bo Jackson and his hulking frame were being parked in the batter's box in the lead-off position. Taking a ball low and outside from pitcher, Rick Reuschel, Scully, and the President briefly touched on Jackson's duality as an athlete and how he viewed football as merely a “vacation” from his baseball obligations for the Kansas City Royals. While in mid-sentence, Reagan was rendered speechless as Bo thunked a 450-foot homer over the center field wall. If this wasn't Bo's official arrival, then Nike's now legendary ad “Bo Knows” in between innings surely signaled that there wasn't just a new sheriff in town, he had plans for athletic martial law.

Twenty-five years later and the “Bo Knows” campaign still remains the benchmark for athletic advertising – not only in terms of marrying new product innovation with a personality, but also the timing at which the spot aired. If a perfect game is the pinnacle of achievement in baseball, then “Bo Knows” was like doing it with your eyes closed and your non-dominant hand. The stars aligned that night but there was plenty of ingenuity behind the unveil.

“Once upon a time, in Reebok-occupied America,” Jim Riswold starts. The former Creative Director of Portland-based advertising firm Wieden+Kennedy, Riswold was the man tasked with finding a way to tell the world about Nike's aspirations in the cross-training world. “Yes, there was a time when Reebok had more athletic shoes on more feet than Nike. Then a peculiarly talented two-sport athlete named Bo Jackson put his feet in a pair of Nikes. Then Bo ran through Brian Bosworth. Then Bo ran up an outfield wall or two. Then Bo got to be known by the likes of Michael Jordan, John McEnroe, Wayne Gretzky, and Bo Diddley and the rest of America. And Reebok was – poof – history.” But before you can make history, you've got to forge a path.” A few people from Nike and W+K were sitting at a bar talking about Bo and started blurting out all the other Bo’s out there, including Little Bo Peep, Bo Schembechler and Bo Diddley. Bo Diddley, being way cooler than Little Bo Peep and Bo Schembechler put together, stuck in my mind and that night, I kid you not, I dreamt the words ‘Bo don’t know Diddley' and the concept of the spot was off to the races.” While the commercial was originally scheduled to air in the fourth inning, the timing of Bo's immediate heroics led to the spot being pushed into the “A” block. “I said the next day, ‘God wears Nikes.'”

When Nike chairman Phil Knight first met Dan Wieden (of Wieden+Kennedy) his first words were, “I'm Phil Knight, and I hate advertising.” Yet, it's Nike's advertising that would firmly tattoo the company as a popular culture mainstay rather than simply another mid-sized goldfish in a growingly populated pond of discarded carnival prizes. Two years prior to “Bo Knows,” Nike readied a major product and marketing campaign designed to regain the industry lead and differentiate Nike from its competitors. The focal point was the Air Max, the first Nike footwear to feature visible air technology. The campaign was supported by a memorable TV ad whose soundtrack was the original Beatles’ recording of “Revolution.”

A year later, Nike would introduce the world to a three-word refrain that completely redefined the apparel/sneaker world. If God truly wore Nikes, then “Just Do It” was something of an 11th commandment. Needless to say, when Riswold and co. needed to follow in the footsteps of The Beatles and “Just Do It,” the pressure was certainly on. “The shoot was a chaotic chase across country over the course of about a month because athletes have better things to do than film commercials. The two things I remember most from the shoot was that I honestly believe Bo thought he was playing guitar and Wayne Gretzky’s ‘no.' The Great One is arguably the greatest team sport athlete ever but is not exactly the greatest actor and his rehearsal of the original line of ‘Bo knows hockey' wasn’t exactly working, so when the cameras were about to roll I asked the director, Joe Pytka, to just have Wayne say, ‘no.' We had it in one take. It was perfect. We didn’t bother having him record the scripted line. We were done with Wayne in five minutes.” Additionally, Riswold was the one who coached John McEnroe into turning his “Bo Knows” into more of a question than a statement. If there was any doubt just how determined Bo Jackson was, during the filming of the many commercials they worked on together, Pytka screamed at Bo for not charging close enough to the camera. During the next take, Bo ran right directly over the director and his camera and sliced up Pytka's nose.

While the success of commercials these days are often measured by views, “Bo Knows” was an undeniable financial dynamo for the Swoosh and their cross-trainers – fueled by Riswold's understanding of Bo's ability to champion a “unique selling proposition.” According to Ad Age . “As soon as the selling of Bo's shoes began, Nike quickly dominated 80% of the new cross-training shoe market. Sales of the shoes rose from less than $40 million after McEnroe strolled out on the court in his strange-looking grayish shoes, to more than $400 million at the height of the Bo frenzy.”

Commercials today seem to rely on a similar formula that Riswold forged. Take an athlete or an event, have a number of stars from various sports or mediums admire their athletic prowess, and allow the viewer to bask not only in the sheer athleticism, but also the awe in which those we deem to be “gifted” watch with the same boyish delight as mere mortals. Brands have been wise to channel how all-encompassing their reach is. “If I had a nickel for every nod to Bo Knows,” Riswold said, “I’d have more nickels than I could count, and I can count real high because I went to college for seven years.” But Riswold isn't so sure that “Bo Knows” would work today even though the formula has seemingly been repeated. “Using Bo Diddley in a commercial with a superstar athlete like Bo Jackson, despite their brotherhood through the name Bo, would not fly. Some MBA would say something like, ‘Kids don’t know who Bo Diddley is, can’t we use Kanye West because the kids really like him?' despite the fact that there is no natural connection. Seriously, if you put a celebrity in a commercial, even one who refers to himself as a ‘motherfucking genius,' just because the ‘kids really like him'; you are just following popular culture. The trick is to invent popular culture.”

By early 1991, Bo Jackson was the second most famous athlete in the world next to Michael Jordan (who just so happened to be aided by Riswold's “Mars Blackmon” campaign) and Nike was the number one shoe manufacturer. If The Sandlot taught us anything, it's that “heroes get remembered and legends never die.” Following a devastating hip injury, both of Bo's careers were over and Nike pressed on – fueled by a namesake rooted in victory.

When Jim Riswold offers up words of encouragement, you're wise to listen. “Thelonious Monk said, ‘I take risks. The only cats worthwhile are cats who take risks.' My mother always told me, ‘Son, you can’t argue with Thelonious Monk.' So I don’t. My motto has always been ‘make glorious mistakes.' Think of it this way: If you research what a kid wants in a cake, the research will tell you he wants a cake made entirely of icing; after all icing is the best part. You can’t go wrong with an all-icing cake! The kid will get his guaranteed-no-wrong cake made of icing and that cake will make him throw up. Moral of the story: it’s okay, even good sometimes, to be wrong. On that wrong subject, I know I don’t want [my headstone] to read: Here lies that guy who did that “Bo Knows” commercial. I would like it to read: ‘Oops.'”

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Nike bo jackson cross trainers

A History of Bo Jackson's Nike Air Trainer Sneakers, nike bo jackson cross trainers

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