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"Bo Knows" was an advertising campaign for Nike cross-training shoes that ran in 1989 and 1990 and featured professional baseball and American football player Bo Jackson. It was also used as an advertising campaign for EA Sports' Madden NFL 22.

Jackson was the first athlete in the modern era to play professional baseball and football in the same year. He was a suitable spokesman for Nike's shoe geared toward an athlete engaged in more than one sport or with little time between activities to switch to sport-specific footwear.

Original ad

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The original "Bo Knows" ad was a television commercial by firm Wieden & Kennedy. The spot opens with a shot of Jackson playing baseball and fellow ballplayer Kirk Gibson saying, "Bo knows baseball." The next scene shows Jackson on the gridiron, with quarterback Jim Everett explaining, "Bo knows football." Jackson then plays basketball, tennis, ice hockey, and goes running, with Michael Jordan, John McEnroe, and Joan Benoit vouching for Jackson's knowledge of their sports (Wayne Gretzky, when confronted with Jackson laying a body check, simply says "No.") The ad concludes with Jackson trying to play the guitar—and failing badly—whereupon blues legend Bo Diddley exclaims, "Bo, you don't know Diddley!" Coincidentally, the spot first aired during the commercial break immediately following Jackson's lead-off home run in the 1989 Major League Baseball All-Star Game. The music for the "Cross Training" ads was written and performed by Diddley.

Subsequent ads

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Later "Bo Knows" ads saw Jackson trying his hand at cycling (in 2012, he launched a Gran Fondo in Alabama after the Alabama tornadoes of March 2012 sponsored by Nike), soccer (featuring Ian Rush), cricket (featuring Ian Botham), surfing, weightlifting, auto racing, and horse racing as a jockey. A revision of the original "Bo Knows" ad ended with Jackson having learned the guitar and sharing licks with Bo Diddley.

In one version of the commercial, after Jackson is shown trying several activities, a confused Sonny Bono walks into the shot and says (playing off the tag line), "I thought this was another Bono's commercial."

In another, Bo Jackson grew frustrated with an over-the-top musical number and walked off the set. George Foreman, sensing an opportunity to seize the spotlight, took his place in the musical number.

The ad campaign was very successful, making cross-trainers Nike's number-two line behind its famous basketball shoes. It was subsequently parodied by the ProStars cartoon, which featured likenesses of Jackson, Wayne Gretzky, and Michael Jordan. While the character based on Jackson spoke normally, he would say in the third person "Bo knows [____]" when asked or prompted to do something in almost every episode.

There was also a public service announcement variant encouraging students to stay in school, which had multiple copies of Bo appearing simultaneously humorously discussing how Bo knows various academic subjects.

The "Bo Knows" campaign also appeared in Madden NFL 22.

[edit]

In the song "Scenario" by A Tribe Called Quest, Phife Dawg states "Bo knows this, and Bo knows that, but Bo don't know jack, 'cause Bo can't rap..."[1]

In a Teenage Mutant Ninja Turtles episode from 1990, the character Donatello confronts a villain while saying "Donatello knows bō."[2] The bō is a wooden staff that Donatello used as his weapon.

A Sesame Street sketch (1991) where Jackson demonstrated various things that the show teaches (letters, numbers, opposites), with the Sesame Street Muppets making "Bo Knows" comments in between.[3]

The single Here Comes the Hotstepper by reggae musician Ini Kamoze includes the lyric "I know what Bo don't know".

In a Homestar Runner short from 2008, two characters come across a very rotten Easter egg with "BO KNOWS EASTER EGGS" written on it, implying it has been there for several years.[4]

References

[edit]
[edit]
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Bo Knows

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"Bo Knows" was an launched by Nike in to promote its line of shoes, centering on the extraordinary athletic versatility of , a professional baseball and football player who excelled in both with the and the with the . Developed by the advertising agency under creative director Jim Riswold, the campaign debuted its first television commercial during the 1989 MLB All-Star Game, where Jackson was named MVP after hitting a 448-foot home run. The ads humorously depicted Jackson attempting a wide array of sports—such as basketball with , tennis with , and ice hockey with —before comically failing at playing the guitar, underscoring the "Bo Knows" to highlight his multi-sport prowess while positioning Nike's shoes as the essential gear for athletic excellence. A particularly memorable installment, "Bo Knows Diddley," featured rock musician interrupting Jackson's guitar attempt with the line "Bo, you don't know Diddley," cleverly playing on the artist's name and reinforcing the campaign's witty tone. The campaign ran through 1990 and included subsequent ads exploring sports like and , featuring Jackson in various athletic scenarios and directed by . It aligned with Nike's broader "" ethos, launched the previous year, and capitalized on Jackson's rising stardom, including his approximately $1 million annual endorsement deal with the brand. Commercially, "Bo Knows" propelled Nike's shoe sales from $40 million to $400 million annually, securing an 80% market share and contributing to the company's overall revenue surge from $1.2 billion in 1988 to $2.23 billion in 1990, ultimately helping Nike overtake competitor as the leading athletic footwear brand in the United States. Culturally, the campaign became a landmark in , often ranked among the greatest Super Bowl-era commercials for its innovative use of celebrity athletes and humor, elevating Jackson's public image as a symbol of superhuman athleticism despite his career-ending hip injury in 1991. Nike co-founder later described it as the company's second-most important advertising effort, behind only the series. The "Bo Knows" phrase permeated , inspiring parodies, merchandise, and later Nike initiatives promoting multi-sport participation among youth, with the legacy continuing through 2025 shoe releases like the Air Trainer SC "Auburn."

Background

Bo Jackson's Athletic Career

Vincent Edward Jackson, known professionally as Bo Jackson, was selected as the first overall pick by the in the , but he refused to sign with the team due to disagreements over contract terms and his desire to prioritize baseball. Jackson had been selected by the California Angels in the fourth round of the 1985 MLB Draft but did not sign, choosing to return for his senior year at . Instead, Jackson signed a three-year, $850,000 contract with the of on June 21, 1986, after being drafted by them in the fourth round of the 1986 MLB Draft. He made his MLB debut with the Royals on September 2, 1986, but his first full season came in 1987, when he hit 22 home runs in 116 games while posting a .235 . That same year, Jackson debuted in the with the , appearing in just seven games and rushing for 554 yards on 81 carries, averaging 6.8 yards per attempt. Jackson's versatility peaked in 1989, as he balanced standout performances in both sports. With the Royals, he played 135 games, batting .256 with 32 home runs and 105 RBIs, showcasing his power at the plate. In the NFL, he suited up for 11 games with the Raiders, rushing for 698 yards on 141 carries with five touchdowns, earning his lone Pro Bowl selection. That summer, Jackson made history in the 1989 MLB All-Star Game by hitting a leadoff home run off Rick Reuschel, a 448-foot blast that helped the American League secure a 5-3 victory and earned him MVP honors. His rare ability to excel in two professional leagues stemmed from exceptional physical attributes, including a 6-foot-1, 230-pound frame that combined elite strength with remarkable speed—he reportedly ran the 40-yard dash in 4.13 seconds at his pre-draft workout. Jackson's dual-sport career abruptly ended on January 13, 1991, during an AFC divisional playoff game against the , when he suffered a severe left hip injury after being tackled by linebacker , dislocating the joint and fracturing the hip socket. The injury forced his immediate retirement from football, as set in, limiting his mobility. He attempted a comeback in , playing until 1994 with the Royals, , and California Angels, but his production never fully recovered, and he retired at age 32 after hitting just 13 home runs in his final season. Amid his rising stardom, Jackson signed an endorsement deal with Nike in 1988, which highlighted his multi-sport talents through the brand's cross-trainer line.

Nike's Positioning in Sports Marketing

Nike was founded on January 25, 1964, as Blue Ribbon Sports by Bill Bowerman and Phil Knight, officially becoming Nike, Inc., on May 30, 1971. By the 1980s, the company had risen to dominance in the athletic footwear market through strategic athlete endorsements, most notably the 1984 signing of Michael Jordan, which launched the Air Jordan line and generated $126 million in sales during its first year. This partnership not only boosted Nike's visibility but also established a model for leveraging celebrity athletes to drive product innovation and consumer engagement. In the competitive landscape of the , Nike faced intense rivalry from and , with briefly surpassing Nike as the top athletic brand by mid-decade through its focus on and women's fitness trends. To counter this, Nike emphasized technological innovations like its Air cushioning system, first introduced in the 1978 Tailwind running shoe and prominently featured in 1980s models such as the 1982 Air Force 1 sneaker, which provided superior impact absorption and became a cultural staple. Complementing these advancements, Nike shifted toward storytelling in its advertising, highlighting athlete personalities and narratives to differentiate from competitors' more functional approaches. This evolution was amplified in 1982 when Nike partnered with the newly formed advertising agency, which specialized in edgy, humorous campaigns that captured the spirit of athletic ambition. Building on the success of the Jordan endorsement, Nike increasingly prioritized personality-driven campaigns that wove personal stories into broader themes of perseverance and excellence. A pivotal example was the 1988 launch of the "Just Do It" slogan by Wieden+Kennedy, which emphasized aspiration and motivation, resonating with consumers beyond elite athletes. That fiscal year, Nike achieved record revenues of $1.2 billion, with footwear accounting for the majority of sales as the core of its product lineup. These efforts solidified Nike's market position amid ongoing competition. Recognizing the potential to expand beyond single-sport audiences, Nike showed growing interest in multi-sport athletes as endorsers in the late 1980s, viewing them as ideal ambassadors for its emerging shoe line designed for versatile performance. emerged as a key figure in this strategy, signing with Nike in 1988 to promote products that appealed to a broader demographic of active consumers.

Campaign Development

Origins and Creative Concept

In 1988, Nike enlisted its long-standing advertising agency, , to develop a campaign promoting its Air Trainer shoes, with a focus on leveraging the versatility of athlete , who excelled in both and the . Creative director and copywriter Jim Riswold led the effort, aiming to capitalize on Jackson's rare dual-sport career to position Nike as the brand for multifaceted athletes. The concept originated from a discussion between Riswold and Nike VP of Marketing Tom Clarke at a bar in Portland, inspired by musician . The conceptual spark arose from Jackson's real-life athletic prowess across football and , inspiring Riswold to craft a around his broad talents. The "Bo Knows" emerged as a clever on Jackson's name, emphasizing his expertise while injecting humor to make the campaign memorable and relatable. This approach drew from the agency's prior successes in blending with endorsement, but centered specifically on Jackson's uniqueness as a two-sport star. During internal meetings in 1988, pitched the idea to Nike executives, advocating for a humorous tone that departed from conventional heroic portrayals in favor of lighthearted versatility. Nike approved the concept and allocated the majority of its shoe marketing budget to the initiative, reflecting confidence in Jackson's appeal amid competition from brands like . Jackson, already under an endorsement contract with Nike since 1986 that began at $100,000 annually and grew with his fame, provided buy-in by embracing the campaign's portrayal of him attempting and humorously failing at unfamiliar activities, enhancing his approachable image. Thematically, the campaign depicted Jackson as a figure grounded in everyday relatability through self-deprecating humor, setting it apart from Nike's concurrent ads, which focused more narrowly on dominance and urban cool. This differentiation helped establish "Bo Knows" as a cornerstone of Nike's marketing evolution. The effort debuted during the 1989 MLB , aligning with Jackson's leadoff in the game.

Production Process

Filming for the original "Bo Knows" Nike advertisement commenced in the spring of 1989, primarily in , with additional shoots across , , and to capture diverse athletic sequences. The production was directed by , a veteran commercial filmmaker renowned for his work on Nike's advertisements, including the "" spots that emphasized athletic prowess through dynamic visuals. The entire shoot spanned approximately one month, aligning with Bo Jackson's schedule during the ' break, before the ad's debut during the MLB on July 11, 1989. Casting centered on Jackson as the versatile athlete embodying the campaign's core concept of multi-sport excellence, with strategic cameos from fellow Nike-endorsed stars to highlight his scripted "failures" in unfamiliar disciplines. Notable inclusions were legend , who appeared in a humorous mishap scene, and musician , featured in a guitar spoof where Jackson comically underperforms before jamming with the rock icon. Other athletes like and contributed brief reactions, such as Gretzky's terse "No" to underscore Jackson's hockey ineptitude, all filmed under Nike's personal appearance contracts. To prepare for these intentional flops, Jackson underwent targeted training, practicing lines to overcome his stutter and simulating actions like hockey slides—actually performed in socks on a basketball court to minimize injury risk. The ads were captured on 35mm film in a standard 30-second television format, employing rapid cuts to showcase Jackson's rapid shifts between sports like baseball, football, and cycling, often filmed in authentic settings such as Kansas City fields and gyms for realism. An upbeat rock soundtrack, composed and performed by Bo Diddley, underscored the energetic pace, with his signature rhythm driving the montage of athletic feats and comedic errors. These technical choices prioritized high-impact visuals over extended narratives, aligning with Pytka's signature style of fluid, motivational sports cinematography. Production faced logistical hurdles due to Jackson's demanding dual-sport schedule with the Royals and Raiders, necessitating efficient shoots squeezed between training sessions and games. Reshoots were required to perfect the timing of humorous elements, such as Jackson's off-camera runs that once accidentally knocked over Pytka during a football sequence, damaging equipment in the process. Post-production editing occurred through the summer of 1989, refining the fast-paced assembly to debut seamlessly with the All-Star broadcast, where the ad aired shortly after Jackson's lead-off home run. The tagline "Bo Knows" was integrated prominently to promote Nike's Cross Trainer shoes, emphasizing their suitability for versatile athletes like Jackson.

Core Advertisements

The Original 1989 Ad

The original "Bo Knows" advertisement premiered on July 11, 1989, during the broadcast of Major League Baseball's All-Star Game on , as a 60-second television spot. This debut aligned with Bo Jackson's real-time performance in the game, where he hit a lead-off , amplifying the ad's timely impact. The spot was produced by the advertising agency to promote Nike's entry into the footwear market. The narrative structure of the ad highlighted Jackson's athletic prowess across multiple sports through celebrity endorsements, followed by humorous incompetence in music. It opens with quick clips of Jackson excelling in various disciplines, interspersed with Nike-sponsored athletes affirming the tagline: Kirk Gibson says "Bo knows " over a home run clip, Jim Everett says "Bo knows football" during a touchdown run, Michael Jordan says "Bo knows " on a dunk, John McEnroe says "Bo knows tennis" on a serve, and Wayne Gretzky says "Bo knows hockey" on a check (though he ad-libbed "no!" in filming). The tone shifts to comedy as Jackson attempts to play guitar, joined by musician Bo Diddley, who interrupts with "Bo, you don't know Diddley!" The spot concludes with the tagline "Bo knows Nike," overlaid on visuals of the Nike Air Trainer SC shoe, underscoring that Nike's cross-trainers support multi-sport performance. Visually, the ad featured high-energy slow-motion highlights of Jackson's signature plays in and football, capturing his explosive speed and power to evoke and aspiration. These clips contrasted with fast-paced, exaggerated in the guitar scene, using practical effects and quick cuts for comedic timing. Audio elements included a delivered by Jackson himself, intoning the repetitive "Bo knows" phrase in his deep, confident , which added authenticity and memorability. An upbeat rock soundtrack pulsed throughout, driving the ad's energetic rhythm and reinforcing the theme of boundless athletic potential. The advertisement reached an estimated 25 million viewers through the broadcast, generating immediate buzz for its witty humor and innovative storytelling that humanized a . Industry publication later highlighted the campaign's creativity, praising its role in revitalizing Nike's market positioning through celebrity-driven, multi-sport narrative. Central to the promotion was the Nike Air Trainer SC, a endorsed by Jackson and priced at $80 upon its 1989 release. The model's construction and visible Air cushioning were tailored for versatile athletic use, with packaging prominently featuring Jackson's image to capitalize on his star appeal.

Follow-Up Ads and Variations

Following the success of the initial "Bo Knows" spots, Nike expanded the campaign in 1990 with variations that maintained the humorous template of Bo Jackson attempting unfamiliar skills while promoting the versatility of its . A notable re-airing of the original Diddley guitar spot occurred during the pre-game show of on January 28, 1990, presented at the time as the campaign's final television broadcast, reaching audiences alongside the game's approximately 74 million viewers in the United States. Additional 1990 variations included spoofs depicting Jackson's comedic failures in sports like events and guitar playing, reinforcing the theme of multi-sport prowess enabled by Nike gear. These TV spots, along with print ads and billboards, contributed to numerous campaign iterations across media platforms. The campaign extended into 1991, coinciding with Jackson's career-altering hip injury sustained during an NFL playoff game on January 13, shifting toward a more motivational tone while still leveraging the "Bo Knows" branding. A notable 1991 variation featured comedian berating doubters who questioned the severity of Jackson's injury, portraying his determination to return to sports in Nike shoes, emphasizing resilience and excellence through the brand's equipment. Other 1991 spots included appearances with boxer and musician , highlighting Jackson's enduring appeal despite his setback. Overall, the "Bo Knows" series generated significant commercial impact, driving Nike's shoe sales from $40 million to $400 million by 1990 and helping the brand capture 80% of the market segment.

Cultural and Commercial Impact

The "Bo Knows" campaign permeated hip-hop music in the early 1990s, with artists adapting the tagline to boast about their own multifaceted talents. A prominent example appears in A Tribe Called Quest's 1991 single "Scenario" from the album The Low End Theory, where Phife Dawg delivers the lines: "Ayo, Bo knows this (what?) and Bo knows that (what?) / But Bo don't know jack, 'cause Bo can't rap," humorously contrasting Jackson's athletic prowess with rap's demands. This reference, drawn from the campaign's emphasis on versatility, became a cultural shorthand in lyrics, influencing later hip-hop tracks. On television, the campaign inspired direct integrations in programming beyond advertisements. The NBC animated series (1991–1992) starred as a superhero alongside and , fighting villains who promoted unhealthy lifestyles; the theme song incorporated the tagline with lyrics such as "Bo knows everything," weaving the campaign's playful motif into the show's narrative of athletic heroism. Parodic merchandise tied to popular media also emerged, including a 1990 Broder trading card set featuring in "Bart Knows" scenarios spoofing Jackson's multi-sport imagery across , football, and other activities. In sports media, the slogan was evoked during coverage of dual-sport talents, often as a benchmark for Jackson's unique career. broadcasts and segments on multi-position athletes frequently referenced "Bo Knows" to illustrate unparalleled versatility, building on the campaign's original humor. Merchandise from the amplified the campaign's reach, with T-shirts and posters emblazoned with "Bo Knows" graphics depicting Jackson in exaggerated athletic feats becoming staples for fans. Items like single-stitch graphic tees showing Jackson in and football uniforms circulated widely, fostering a collectible culture that persists today. By the 2000s, the phrase evolved into early memes on forums, where users adapted it for humorous takes on everyday multi-tasking, predating widespread . Recent revivals include Nike retrospectives marking the campaign's anniversaries; a 2020 feature detailed its enduring influence on and pop culture, highlighting Jackson's role in cross-training shoe innovation. In June 2024, Jackson's induction into the Hall of Fame reignited "Bo Knows" references, with fans and media sharing highlight reels on to celebrate his legacy. In 2025, platforms like and have seen renewed "Bo Knows" usages amid ongoing discussions of Jackson's Hall of Fame eligibility, with users captioning highlight reels of his feats to argue his dual-sport legacy warrants induction.

Marketing Legacy and Influence

The "Bo Knows" campaign significantly contributed to Nike's commercial growth in the late and early , particularly by driving sales in the shoe category from $40 million to $400 million and helping the company capture 80 percent of that market segment. This surge aligned with Nike's overall annual revenue increasing 30 percent to $2.23 billion in fiscal , up from $1.71 billion the previous year, as the campaign elevated the brand's position ahead of competitors like . Furthermore, it established a multi-sport endorsement model that influenced subsequent athlete deals, such as Nike's 1993 signature sneaker line for , which built directly on Jackson's dual-sport persona to expand apparel. In the advertising industry, the campaign pioneered a humorous, celebrity-crossover approach through Wieden+Kennedy's creative direction, blending athletic feats with comedic cameos like musician to showcase product versatility. This style, conceived by creative director Jim Riswold, became a template for Wieden+Kennedy's Nike work, including high-profile endorsements like Spike Lee's series, which similarly used wit and star power to humanize athletes and boost brand engagement. The phrase "Bo Knows" permeated American as a shorthand for exceptional expertise across domains, reflecting Jackson's mythic all-around athleticism and embedding itself in everyday language for years. It amplified Jackson's fame beyond sports, contributing to the success of the 1991 video game , where his hyper-dominant character became a symbolizing the campaign's broader reach. However, the initiative faced limitations when Jackson's career-ending hip injury in January 1991 abruptly halted production, as the ads had portrayed him as nearly invincible, leading some observers to the overhyping of an vulnerable to physical risks. In contemporary analysis, the campaign is frequently cited in 2020s discussions as a benchmark for athlete-brand crossovers that blend authenticity with entertainment to drive long-term loyalty. Jeff Pearlman's 2022 biography, The Last Folk Hero: The Life and Myth of , examines its pivotal role in constructing Jackson's enduring brand as a , underscoring how the ads transformed personal talent into a marketable cultural phenomenon.

References

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