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Wieden & Kennedy, Portland, Ore.


Creative Directors: Susan Hoffman, Stacy Wall

Art Director: John Boiler

Copywriter: Ned McNeilage

Photographer: Guzman, Brad Harris

Originally, the headline for this Nike Apparel campaign, set to run in Sports Illustrated, was to read "Why the University of Miami should NOT drop football."

The headline was a direct contradiction of an SI article on scandals in the school's athletic program and titled "Why the University of Miami should drop football." Too controversial for Nike, the title was changed to reference "quiet and understated in an orange kind of way."

Still, controversy caught up to the campaign, as Michael Irvin, a former Miami Hurricane and currently with the Dallas Cowboys, later was involved in a drug situation. (Mr. Irvin was in a hotel room where drug arrests were made, but he was not charged.)

During the photography session, Mr. Irvin was the consummate athlete, running up and down stadium stairs dozens of times and using the workout opportunity in a very professional manner, says John Boiler, art director.

"It's frustrating when athletes get into that kind of trouble," he says.

Nevertheless, Nike's apparel sales have more than doubled thanks to this campaign and other efforts for the line.

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