ENGLEWOOD CLIFFS, N.J., January, 29, 2008---"Swoosh! Inside Nike," the latest in-depth documentary from CNBC, First in Business Worldwide, is the most comprehensive television examination to date on Nike, the world's largest shoe and apparel company. The one-hour documentary, reported by CNBC sports business reporter Darren Rovell premieres on Tuesday, February 12th at 10PM & 1AM ET and gives viewers unprecedented access to a major public company.
CNBC presents the major figures in the world of Nike-co-founder Phil Knight, Michael Jordan, Tiger Woods, LeBron James, Charles Barkley and others-each giving their personal views of how Nike has climbed to its preeminent position.
"Swoosh! Inside Nike" premieres the same week the latest basketball shoes are unveiled during the NBA's All-Star Game (February 16-18). And, on February 23rd, just 11 days after the premiere of CNBC's one-hour documentary, Nike will debut the Jordan XX3-the newest release from the franchise that today generates about $800 million for the company. During "Swoosh! Inside Nike," basketball legend Michael Jordan describes how Nike wooed him in 1984 and how his work with Nike's chief shoe designer, Tinker Hatfield, has brought about many wildly successful versions of the Air Jordan.
Rovell takes viewers on a ride through Nike's history... from the company's chaotic start in 1962 as Blue Ribbon Sports to its current sports dominance. In a rare interview, Nike co-founder Phil Knight tells CNBC how the Nike name was conceived and how he paid a design student the grand sum of 35 dollars to design the signature "swoosh" logo now recognizable around the world. "Swoosh! Inside Nike" also gives viewers an inside look into the story of the groundbreaking advertising that made Nike famous. Dan Wieden, the driving force behind the genius of ad firm Wieden + Kennedy, as well as the athletes who made the ads famous-Tiger Woods, LeBron James and Charles Barkley-reveal how the ads came about.
The documentary also features a comprehensive look at Nike's labor turnaround. From "sweatshop" poster child a decade ago, Nike-unbeknownst to many-has become a leader in labor relations. Rovell travels to Vietnam where he observes three Nike contract factories, but finds that despite improved conditions, there is still friction between Nike and its workers.
Viewers will also see how, in true Nike fashion, the company paired the gritty commitment of its current CEO Mark Parker with the endorsement of a sports phenom, skateboarder Paul Rodriguez, to crack and then conquer the fiercely resistant skateboard shoe market. A side effect of that success has been Nike's enticement of the "sneakerheads," a subculture of fanatic sneaker collectors who buy and re-sell-at enormous profit-the limited edition shoes released by Nike's skateboard line, Nike SB. In "Swoosh! Inside Nike," viewers will see this world through the eyes of shoe enthusiast Melo Rosario, who owns more than 350 pairs of Nike shoes and displays some of his hottest "kicks" in his Chicago barbershop.
The senior producer of "Swoosh! Inside Nike" is James Segelstein. Mitch Weitzner is the executive producer and Josh Howard is the executive in charge of production and Vice President of Long Form and Special Programming.
For more information including web extras and extended video clips, log on to InsideNike.cnbc.com.
"Swoosh! Inside Nike" will re-air on Monday, February 18th at 9PM & 12AM ET and Sunday, February 24th at 10PM ET.
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