Tag Archive: Jeff Hawkins


“To be blessed to have all of this stuff around us, we want to give back. We want to give back to Phil Knight, to give back to Nike, give back to all the donors that donated to the school, and changed Oregon.” – Oregon defensive back Ifo Ekpre-Olomu

It’s been success, and really, Nike. Let’s face it. Without them, we wouldn’t be here.” – Craig Pintens, University of Oregon senior associate athletic director for marketing and public relations

Does that mean that Oregon would be somewhere else? Corvallis? Pullman?

Are Oregon returning seniors giving back in order of importance: Uncle Phil, Nike and oh yes … the donors too?

Is the Oregon Athletic Department once again confusing the “O” for the “Swoosh”?Oregon1

“University of Nike”

“We are the University of Nike. We embrace it. We tell that to our recruits,” – Jeff Hawkins, University of Nike senior associate athletic director of Football Administration and Operations.

Nike-Logo

Bad habits die hard at the University of Oregon Athletic Department.

A little over a year ago, Almost DailyBrett reported about how Jeff Hawkins made the “University of Nike” pronouncement to the New York Times.

Fast forward to today and Ifo and Pintens sang a similar song to Chris Dufresne of the Los Angeles Times.

Yes, Uncle Phil has been incredibly generous to the tune of more than $300 million and counting to the Oregon Athletic Department (e.g., impregnable Brazilian ipi wood in the 25,000-square foot weight room) and academics (e.g., Law School and Library).

The university is extremely fortunate that its most distinguished alum founded and ran Nike. He is now worth billions, and is bestowing a portion of his wealth to his alma mater. That’s great.

What is a matter of public relations concern is the intentional practice of making the Nike and Oregon brands synonymous.

Quick: Name another major university that is the brand equivalent of a Fortune 500 publicly traded company? The closest that Almost DailyBrett can even ponder is Oklahoma State and T. Boone Pickens, but of course, the former Wall Street raider is not a corporate brand.

Overcoming Geography

Even though the campus is tucked away in America’s sparsely populated cul-de-sac, these are heady days for the University of Oregon. The Ducks are No. 2 in the AP poll of football writers after dashing the notion that Oregon is “soft” with a second-half smack down of Rose Bowl champion, Michigan State. The final was Oregon 46; Michigan State 27, and in the end, it really wasn’t that close.

There is a swagger that has been building in Eugene during the last decade-plus: High tempo spread offense, cool Nike uniforms every week. Ferrari leather, Brazilian wood, and high-tech gizmos at the $68 million (it’s more than that) 145,000 square-foot Hatfield-Dowlin football complex adjacent to the friendly confines of Autzen Stadium. There are also the 10 straight over Washington with number 11 slated for October 18. Yep, it’s cool to be a Duck fan.

There is zero doubt that Nike played a significant role in the program’s success, but the story does not start or end there. The Ducks made it to the Rose Bowl in 1994 with no swooshes on their traditional uniforms and mediocre facilities. They did it with great coaching, skillful recruiting and a confident team that caught fire down the stretch. “Kenny Wheaton is going to score. Kenny Wheaton is going to score.”

wheaton2

Proclaiming the equivalency of Nike and Oregon sends the unfortunate and inaccurate signal that Oregon would be Oregon State or worse, Washington State, without Uncle Phil’s largesse.

The more important issue is the resulting confusion when it comes to multiple brands.

USC wears Nike jerseys, but no one mistakes the cardinal and gold, the Trojan head, the Song Girls, and Traveler the Horse with the “swoosh.”

Sergey Brin and Larry Page went to Stanford, but there is no PR effort on the Farm to tie Stanford to Google. Stanford will never be confused as a search engine with an Android operating system.

Reser Foods sponsors Oregon State’s football stadium, but no one is attempting to equate Benny Rodent with bratwurst … even though the idea has some appeal.

Think of it this way. Starbucks is Starbucks. Apple is Apple. Amazon is Amazon. Southwest is Southwest. So why does Oregon have to be Nike?

Are the brand management rocket scientists at the Athletic Department trying to be both the “O” and the “Swoosh” at the same time? And if so, what is the unifying message? Just Do It!? Or Go Ducks?

Here are even more germane questions: What does the latest in a line of interim presidents at the University of Oregon think about dueling brands on the same campus? Do they even recognize that they have a problem on their hands?

Or is it simply, the team is winning, so who cares if there is a little brand confusion?

http://www.latimes.com/sports/la-sp-oregon-football-20140826-column.html#page=1

https://almostdailybrett.wordpress.com/2013/08/03/university-of-nike/

https://www.youtube.com/watch?v=XqlcRAZfRHc

http://en.wikipedia.org/wiki/T._Boone_Pickens

 

 

 

 

oregonfootballbuilding

“We are the University of Nike. We embrace it. We tell that to our recruits,” – Jeff Hawkins, University of Nike senior associate athletic director of Football Administration and Operations.

Mr. Hawkins also told “that” to the New York Times.

Apparently, he said it on the record.

By the way, he works for the University of Oregon, not the University of Nike.

The correct brand is the “O,” not the “Swoosh.”

It’s so easy these days to get them mixed up.

This is an Almost DailyBrett blog that I wish I did not feel compelled to write…but I must.

I received my master’s degree from the University of Oregon, served as graduate teaching fellow for the University of Oregon and have contributed at least $1,000 annually to the Duck Athletic Fund since 1990…That is the University of Oregon’s Duck Athletic Fund, not the Nike Athletic Fund. I will leave the latter to Uncle Phil.

Hawkins’ quote is part of a massive New York Times piece that catalogues the excesses of the at least $68 million Football Performance Center complete with rugs woven by hand in Nepal, couches made in Italy, weight room hard wood from Brazil and fine Corinthian leather throughout…okay, there is no fine Corinthian leather…at least that is not in the NYT story.

Did the Athletic Department feel the need to provide that level of detail?

What is the PR strategy behind this public orgy of nouveau riche?

Asked about the extravagant football building, UO Athletic Director Rob Mullens used a negative: “People will complain, but this is not excessive.” Not excessive? How about: “This is appropriate for our student athletes, who give so much to the University of Oregon”?

One must wonder about the reaction of President Michael R. Gottfredson to the notion of the University of Nike? Something tells me he is not comfortable with this descriptor.

How about the university’s easily excitable faculty, particularly those that are not enamored with athletic emphasis? Will the University of Nike be thrown back in the face of university bargainers in collective bargaining agreement negotiations? I will take the over.

How about the UO development folks, who are trying their best to convince donors that the university really needs financial assistance, both academically and athletically?

And what about the students, who are not athletes? Are they students or employees?

Is the University of Oregon the equivalent of a publicly traded, multi-national athletic apparel company?

Does the University of Oregon have its own ticker symbol: (NYSE: NKE)?

Can we tune into CNBC, Fox Business, Bloomberg etc. every trading day to see how the stock is performing?

For history buffs, the University of Oregon was founded in 1876. Since then the University of Oregon has served as the premier liberal arts oriented public research university flagship of the Oregon University System.

deady

Conversely, Nike came into being in its first iteration in 1964 as Blue Ribbon Sports and 14 years later as Nike.

Think of it another way, the University of Oregon existed for more than a century before Nike was officially born. The university’s football team with UOs on the helmets (and no Swoosh to be found on the uniforms) actually made it to the Rose Bowl in 1994 before Phil Knight dug into his legendary deep pocket.

Don’t get me wrong, we should all be grateful for the generosity of Phil and Penny Knight, but the brand is and will always be, the University of Oregon.

Former UCLA head coach (and former UO offensive coordinator) Bob Toledo once said that Oregon had the best “team owner” in the then Pac-10 conference.

As an alum and an über-successful businessman, Knight, has given and given to his two alma maters, the University of Oregon (undergraduate) and Stanford University (post-graduate).

I trust that no spokesperson, academic or athletic, would ever label Stanford, the University of Nike. Even though, Google co-founders Sergey Brin and Larry Page both received graduate degrees from Stanford, there is no movement for the The Farm to be recast as the University of Google.

If University of Oregon football coaches want to celebrate the university’s connection to Nike in recruiting young studs with fast 40 times, Just Do It.

Telling the New York Times or any other media that UO is now the University of Nike is simply not smart.

If it was true, the band would be playing Mighty Nike as opposed to Mighty Oregon on game days.

http://www.nytimes.com/2013/08/03/sports/ncaafootball/oregon-football-complex-is-glittering-monument-to-ducks-ambitions.html?_r=0

http://en.wikipedia.org/wiki/Nike,_Inc.

http://www.uoregon.edu

http://en.wikipedia.org/wiki/Sergey_Brin

http://en.wikipedia.org/wiki/Larry_Page

http://www.huffingtonpost.com/joseph-lowndes/fighting-for-public-educa_b_3924676.html

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