The vows:
I, the Nike of Samothrace, take you Phil Knight, as my brand ambassador, to have and to hold…
I stand for…victory and the personification of victory itself, in both war and athletic competitions. Before you found me, I was discovered by Charles Champoiseau in 1863. I was originally erected as a military victory monument in the Sanctuary of the Great Gods on Samothrace, a small island in the northern Aegean Sea, home to a mysterious religious cult. I’m certainly a prize, being from the greatest of all Greek art periods: the Hellenistic period. In this period, naval battles between the Hellenistic Greek city states were common as they fought for military, political, and economic control. Some scholars suggest I may have also once graced the prow of a ship, boasting the might of naval victory, and guaranteeing safe passage across the waves. I maintain an impressive duality from antiquity to present, now that my identity has now been rejuvenated to the form of the iconic “swoop” on the sides of your shoes: a pop culture symbol of fitness and speed. Just like the Great Sphinx, although most people recognize my image immediately, there are swirling theories as to what function I originally served in antiquity. As a goddess, I belong to the heavens and not the earth, so I’ll leave you humans to your speculation.
I promise to…bring the Nike corporation advertising and relevance. Battle victories were widely advertised in the Hellenistic age, and victory monuments like mine erected by military leaders were an important part of royal propaganda. Similarly, your usage of famous athletes in your advertising is genius: the emotion surrounding that of sports -a modern day warfare of a kind- and sports figures is akin to the emotions of awe I bring out in all who behold me. Making Michael Jordan the face of Nike for his new Air Jordan line in the 1980s is just like making me the symbol of naval victory at Samothrace. Michael Jordan, myself, and winning go hand in hand. Not much needs to be said when such iconic symbols such as ourselves are at the forefront of the message. Monuments like mine ensured that the nation’s subjects, allies, and enemies knew of an empire’s military might. You, Phil, are a master of creating an image, and a standard that the Nike brand embodies: by utilizing the top athletes in sport to promote your brand. I know our visions for the future align, as you often say “You can’t explain much in sixty seconds, but when you show Michael Jordan, you don’t have to.” The Ancient Greeks didn’t need to know much when they sailed into the ports of Samothrace, except that they were among victors. As if I didn’t need more promo, I also made a feature in the “APESHIT” music video by “The Carters”. Yes, that would be Beyonce and Jay-Z. Queen B reclining in front of me, mimicking my movements with angel wings of her own makes the Louvre more accessible by creating a more inclusive space. In the formerly white dominated consumer culture of the museum, Beyonce and Jay-Z are exercising their status as both black creators and black consumers of art.
I promise to…bring you consumers. The cult of the Great Gods at Samothrace for which I was the symbol was quite inclusive: open to all regardless of social class, gender, or citizenship. Similarly, the Louvre today brings in 9.6 million visitors a year worldwide, making it the most widely visited museum in the world. Geographically, I was placed at one of the highest points in the sanctuary at Samothrace, and I was visible from numerous viewpoints as initiates moved through the mysterious rituals kept secret from everyone except the initiates. Today, my powerful presence reigns over the Daru staircase at the Louvre, presiding over three levels that lead visitors in four different directions. This staircase was designed during an architectural movement in the 1860s to update the Louvre to a more modern style from the original palace it started as. My iconic, timeless image combined with the innovation of the Daru staircase lingers with the museum visitor long after they have left the halls of the Louvre. Innovation and heritage don’t have to cancel out one another, and the same goes for the Nike corporation. I couldn’t have said it better myself when you preach, “Innovation is part of our heritage, but it also happens to be good marketing.”
As I have described here, there is no better partnership than my standards combined with your vision, and that’s not to mention the significance of my name dating all the way back to antiquity. Not even the gale force winds on my torso can keep us apart. Let’s reside in Paris for the rest of our days because why not? Between us, there is nothing we cannot accomplish. I reward those who honor me, and the future of the Nike corporation, my namesake, is certainly bright.
And with all this I say, I (just) Do (it).
Abby Shadwick
Author
Shadwick is from Lexington, Kentucky and is part of the Colgate class of 2025. AP Art History in high school is what first inspired her to take the art history path at Colgate, and she certainly has no regrets.
