"Bo Knows" was an

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

campaign for

Nike Nike often refers to: * Nike (mythology), a Greek goddess who personifies victory * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment Nike may also refer to: People * Nike (name), a surname and feminine give ...

cross-training Cross-training is athletic training in sports other than the athlete's usual sport. The goal is improving overall performance. It takes advantage of the particular effectiveness of one training method to negate the shortcomings of another. In gen ...

shoes that ran in 1989 and 1990 and featured professional

baseball Baseball is a bat-and-ball sport played between two teams of nine players each, taking turns batting and fielding. The game occurs over the course of several plays, with each play generally beginning when a player on the fielding tea ...

and

American football American football (referred to simply as football in the United States and Canada), also known as gridiron, is a team sport played by two teams of eleven players on a rectangular field with goalposts at each end. The offense, the team with ...

player

Bo Jackson Vincent Edward "Bo" Jackson (born November 30, 1962) is an American former professional baseball and American football player. He is the only professional athlete in history to be named an All-Star in both baseball and football. Jackson's el ...

. It was also used as an

campaign for

EA Sports EA Sports is a division of Electronic Arts that develops and publishes sports video games. Formerly a marketing gimmick of Electronic Arts, in which they tried to imitate real-life sports networks by calling themselves the "EA Sports Network" ...

’

Madden 22 ''Madden NFL 22'' is an American football video game based on the National Football League (NFL), developed by EA Tiburon and published by Electronic Arts. It is an installment of the long-running '' Madden NFL'' series, and was released for Mic ...

. 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

The original "Bo Knows" ad was a

television commercial A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

by firm Wieden & Kennedy. The spot opens with a shot of Jackson playing baseball and fellow ballplayer

Kirk Gibson Kirk Harold Gibson (born May 28, 1957) is an American former professional baseball player and manager. He is currently a color commentator for the Detroit Tigers on Bally Sports Detroit and a special assistant for the Tigers. As a player, Gibson ...

saying, "Bo knows baseball." The next scene shows Jackson on the gridiron, with

quarterback The quarterback (commonly abbreviated "QB"), colloquially known as the "signal caller", is a position in gridiron football. Quarterbacks are members of the offensive platoon and mostly line up directly behind the offensive line. In modern Ame ...

Jim Everett James Samuel Everett III (born January 3, 1963) is a former American football quarterback who played in the National Football League (NFL) for 12 seasons, primarily with the Los Angeles Rams. He played college football for the Purdue Boilerm ...

explaining, "Bo knows football." Jackson then plays

basketball Basketball is a team sport in which two teams, most commonly of five players each, opposing one another on a rectangular Basketball court, court, compete with the primary objective of #Shooting, shooting a basketball (ball), basketball (appr ...

tennis Tennis is a racket sport that is played either individually against a single opponent ( singles) or between two teams of two players each ( doubles). Each player uses a tennis racket that is strung with cord to strike a hollow rubber ball ...

ice hockey Ice hockey (or simply hockey) is a team sport played on ice skates, usually on an ice skating rink with lines and markings specific to the sport. It belongs to a family of sports called hockey. In ice hockey, two opposing teams use ice hock ...

, and goes

running Running is a method of terrestrial locomotion allowing humans and other animals to move rapidly on foot. Running is a type of gait characterized by an aerial phase in which all feet are above the ground (though there are exceptions). This is ...

, with

Michael Jordan Michael Jeffrey Jordan (born February 17, 1963), also known by his initials MJ, is an American businessman and former professional basketball player. His biography on the official NBA website states: "By acclamation, Michael Jordan is the g ...

John McEnroe John Patrick McEnroe Jr. (born February 16, 1959) is an American former professional tennis player. He was known for his shot-making and volleying skills, his rivalries with Björn Borg and Jimmy Connors, and his confrontational on-court beha ...

, and

Joan Benoit Joan Benoit Samuelson (born May 16, 1957) is an American marathon runner who was the first women's Olympic Games marathon champion, winning the gold medal at the 1984 Summer Olympics in Los Angeles. She held the fastest time for an American woma ...

vouching for Jackson's knowledge of their sports (

Wayne Gretzky Wayne Douglas Gretzky ( ; born January 26, 1961) is a Canadian former professional ice hockey player and former head coach. He played 20 seasons in the National Hockey League (NHL) for four teams from 1979 to 1999. Nicknamed "the Great One ...

, when confronted with Jackson laying a body check, simply says "No.") The ad concludes with Jackson trying to play the

guitar The guitar is a fretted musical instrument that typically has six strings. It is usually held flat against the player's body and played by strumming or plucking the strings with the dominant hand, while simultaneously pressing selected stri ...

—and failing badly—whereupon

blues Blues is a music genre and musical form which originated in the Deep South of the United States around the 1860s. Blues incorporated spirituals, work songs, field hollers, shouts, chants, and rhymed simple narrative ballads from the Afr ...

legend

Bo Diddley Ellas McDaniel (born Ellas Otha Bates; December 30, 1928 – June 2, 2008), known professionally as Bo Diddley, was an American guitarist who played a key role in the transition from the blues to rock and roll. He influenced many artists, incl ...

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 1989 Major League Baseball All-Star Game was the 60th playing of the midsummer classic between the all-stars of the American League (AL) and National League (NL), the two leagues comprising Major League Baseball. The game was held on July 11 ...

. The music for the "Cross Training" ads was written and performed by Diddley.

Subsequent ads

Later "Bo Knows" ads saw Jackson trying his hand at

cycling Cycling, also, when on a two-wheeled bicycle, called bicycling or biking, is the use of cycles for transport, recreation, exercise or sport. People engaged in cycling are referred to as "cyclists", "bicyclists", or "bikers". Apart from two ...

(in 2012, he launched a Gran Fondo in Alabama after the Alabama tornadoes of March 2012 sponsored by Nike),

soccer Association football, more commonly known as football or soccer, is a team sport played between two teams of 11 players who primarily use their feet to propel the ball around a rectangular field called a pitch. The objective of the game is ...

(featuring

Ian Rush Ian James Rush (born 20 October 1961) is a Welsh former professional footballer who played as a forward. At club level Rush played for Liverpool from 1980–1987 and 1988–1996. He is the club's all-time leading goalscorer, having scored a t ...

cricket Cricket is a bat-and-ball game played between two teams of eleven players on a field at the centre of which is a pitch with a wicket at each end, each comprising two bails balanced on three stumps. The batting side scores runs by striki ...

(featuring

Ian Botham Ian Terence Botham, Baron Botham, (born 24 November 1955) is an English cricket commentator, member of the House of Lords, a former cricketer who has been chairman of Durham County Cricket Club since 2017 and charity fundraiser. Hailed as one ...

surfing Surfing is a surface water sport in which an individual, a surfer (or two in tandem surfing), uses a board to ride on the forward section, or face, of a moving wave of water, which usually carries the surfer towards the shore. Waves suitabl ...

weightlifting Weightlifting generally refers to activities in which people lift Weight training#Equipment, weights, often in the form of dumbbells or barbells. People lift various kinds of weights for a variety of different reasons. These may include various t ...

auto racing Auto racing (also known as car racing, motor racing, or automobile racing) is a motorsport involving the racing of automobiles for competition. Auto racing has existed since the invention of the automobile. Races of various sorts were organise ...

, and

horse racing Horse racing is an equestrian performance sport, typically involving two or more horses ridden by jockeys (or sometimes driven without riders) over a set distance for competition. It is one of the most ancient of all sports, as its basic p ...

as a

jockey A jockey is someone who rides horses in horse racing or steeplechase racing, primarily as a profession. The word also applies to camel riders in camel racing. The word "jockey" originated from England and was used to describe the individual ...

. 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 Salvatore Phillip "Sonny" Bono (; February 16, 1935 – January 5, 1998) was an American singer, actor, and politician who came to fame in partnership with his second wife Cher as the popular singing duo Sonny & Cher. A member of the Republica ...

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 George Edward Foreman (born January 10, 1949) is an American former professional boxer, entrepreneur, minister and author. In boxing, he was nicknamed "Big George" and competed between 1967 and 1997. He is a two-time world heavyweight champio ...

, 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,

, and

. While the character based on Jackson spoke normally, he would say in the

third person Third person, or third-person, may refer to: * Third person (grammar), a point of view (in English, ''he'', ''she'', ''it'', and ''they'') ** Illeism, the act of referring to oneself in the third person * Third-person narrative, a perspective in p ...

"Bo knows ___ when asked or prompted to do something in almost every episode. There was also a

public service announcement A public service announcement (PSA) is a message in the public interest disseminated by the media without charge to raise public awareness and change behavior. In the UK, they are generally called a public information film (PIF); in Hong Kong, ...

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 ''Madden NFL 22'' is an American football video game based on the National Football League (NFL), developed by EA Tiburon and published by Electronic Arts. It is an installment of the long-running ''Madden NFL'' series, and was released for Micr ...

''.

In popular culture

In the song "

Scenario In the performing arts, a scenario (, ; ; ) is a synoptical collage of an event or series of actions and events. In the ''commedia dell'arte'', it was an outline of entrances, exits, and action describing the plot of a play, and was literally pi ...

" by

A Tribe Called Quest A Tribe Called Quest was an American hip hop group formed in Queens, New York City, in 1985,Q-Tip

Phife Dawg Malik Izaak Taylor (November 20, 1970March 22, 2016), known professionally as Phife Dawg (or simply Phife), was an American rapper and a member of the group A Tribe Called Quest with Q-Tip and Ali Shaheed Muhammad (and for a short time Jarobi W ...

states ''"Bo knows this, and Bo knows that, but Bo don't know jack, 'cause Bo can't rap..."'' A ''

Sesame Street ''Sesame Street'' is an American educational children's television series that combines live-action, sketch comedy, animation and puppetry. It is produced by Sesame Workshop (known as the Children's Television Workshop until June 2000) a ...

'' 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.https://www.youtube.com/watch?v=6dwhzun5xAg

References

Adweek citation as one of the best TV commercials of the 1990s

''

Entertainment Weekly ''Entertainment Weekly'' (sometimes abbreviated as ''EW'') is an American digital-only entertainment magazine based in New York City, published by Dotdash Meredith, that covers film, television, music, Broadway theatre, books, and popular cul ...

'', July 27, 1990 (retrieved June 8, 2007).
"The Sneaker Wars: Going Toe-to-Toe"
by Bernice Kanner, in ''The Super Bowl of Advertising: How the Commercials Won the Game'', Bloomberg Press, 2004. (PDF file)

External links

Bo Knows
at

YouTube YouTube is a global online video platform, online video sharing and social media, social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by ...

{{Nike, Inc. American advertising slogans Bo Jackson Nike Inc. advertising American television commercials 1980s television commercials Wieden+Kennedy 1990s television commercials Cultural depictions of baseball players Cultural depictions of American men Quotations from sports 1989 neologisms