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In your opinion, what is the greatest sports-themed advertising campaign of all time? I like ESPN’s “This is SportsCenter” spots.
— Sarah Crawley, Fairfax, Va.
Those SportsCenter ads, with their creative use of easily recognizable athletes, are pure genius. But for the best of all time, we have to go with Nike’s “Bo Knows” series featuring multi-sport legend Bo Jackson. Every now and then a product, a pitch man and an era come together in perfect harmony, and that is what happened when Nike was looking to promote its new cross-training product. Who better than a crossover superstar like Bo? The campaign blossomed into baseball cards, t-shirts, shoes and a permanent spot in the public consciousness. This might be one of the greatest marketing/advertising campaigns in the history of capitalism.