An independent archive of typography.
to participate.

Topics

Formats

Typefaces

“McEnroe swears by them.” Nike tennis shoe ad

Contributed by Stephen Coles on Oct 25th, 2018. Artwork published in .
    “McEnroe swears by them.” Nike tennis shoe ad 1
    Source: https://fontid.co License: All Rights Reserved.

    When John McEnroe appeared in Wimbledon in 1981, Nike ran this ad, poking fun at his tendency to curse on the court. Another version of the ad read, “McEnroe’s favorite four-letter word.” McEnroe went on to win Wimbledon that year.

    “McEnroe swears by them.” Nike tennis shoe ad 2
    Source: https://www.creativereview.co.uk License: All Rights Reserved.

    Creative Review:

    October 1981, page 37 – the first time Nike appeared in Creative Review. It was a poster for tennis shoes from a student team at a now-long-dead agency called French Cruttenden Osborn. The copy read: “McEnroe swears by them”. As what we would now call a ‘challenger brand’ Nike was beginning to make a name for itself by sponsoring the athletes that made other brands nervous. Over the years this would become a deliberate tactic – Cantona, Ian Wright, Charles Barkley, Nike loved the bad boys of sport.

    Typefaces

    • Grange Grotesk

    Formats

    Topics

    Designers/Agencies

    Artwork location

    In Sets

    Post a comment