Nike – Hiking
We had to figure a way to make a very traditional activity, hiking, into something more, well, Nikeish.
This series was shot in Jackson Hole, Wyoming and Bend Oregon with Steve Bonini. Besides being parodied for years as a t-shirt, the “You Could Die” ad still comes up in conversation to this day.
Highlights
- Helped Nike get serious about hiking
- Used the word “caulk” to sell shoes
- Finally got us to see Bend, Oregon. Beautiful place.
