Too Sexy for What Shirt?

Nobody knew Nike before the 1972 US Olympic Track & Field Trials in Eugene, OR where Nike pulled off what is widely regarded as one of the savviest marketing campaigns ever. Phil Knight, former Oregon miler and the founder of Nike, decided to give all US Olympic Trials Qualifiers a pair of Nike shoes and a T shirt which on the front said “US Olympic Trials” and “Nike” with the swoosh and on the back was stenciled the qualifier’s last name. Phil Knight himself and his wife stenciled the names on the shirts. Those shoes and those shirts were transported around the US where America’s best track & field athletes became walking billboards for Nike.

I was a third year medical student who qualified in the marathon by religiously running to and from my assigned hospital every day, rain, snow, whatever. I was a year away from starting internal medicine and hopefully cardiology training and knew that I would almost certainly never make it back to the Trials. I wore my shirt twice and then carefully squirreled it away. I repeatedly repulsed Camilla’s attempts to toss it and I ignored her comments about hoarding.

I was in Boston this year for the Marathon and to give grand rounds at Tufts and another lecture at Northeastern. Every year I meet with Tom Ratcliffe, a running friend, athletes’ agent, and a former 2:14 marathoner. Tom represents some runners with Nike so mentioned that someone from Nike wanted to talk to me. I talked with the VP who at one point asked what shoes I wear. I said that I had always worn Nikes ever since Nike had given them to me at the 1972 Trials. The VP asked if I still had the shirt. I said, “Of course”, and he related how the Nike has had trouble finding any of the shirts (they weren’t necessarily of the most durable cotton) and is desperately looking for one for their archival collection.

So, I am going to Beaverton, shirt in hand, to the Nike campus on June 24th. You folks were right. I do belong in a museum.