Word: swoosh
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Dates: during 1990-1999
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...cutoff jeans and bikini tops, middle-aged moms in baggy T shirts and running shoes. Here a woman breast-fed her baby during Jewel's set; here fans sat dead-quiet, listening to the lyrics. Here a woman wore a T shirt marked "dyke" with a parodic Nike swoosh, while two other women walked comfortably hand in hand. Here a man in a concession-stand line talked excitedly about Sarah McLachlan's songwriting skills. Said Shellie Knawa, 30, a Seattle computer-manual writer: "This is finally a chance for our voice, women, to be heard." It's still summer...
Forget the endorsements, though, and the swoosh and the dollar sign. They just get in the way, like some beaded curtain that keeps us from truly appreciating what we have. As recently as two years ago, the New York Times Magazine trumpeted the death of sports--games called on account of greed, stupidity and arrogance. "Sports are over," wrote Robert Lipsyte, "because they no longer have any moral resonance." What resonates from Jordan's performance in Game 5 was his utter refusal to quit, his willingness to let the team climb onto his weakened shoulders, his jumper over sickness...
...serendipity of the two celebrations seemed almost too good to be true. It was as if they were both orchestrated by a higher power, namely Nike. Indeed, the two most compelling commercials on that ESPN telecast were Nike productions that ended with its trademark swoosh: "Thank you, Jackie Robinson," in which African-American ballplayers expressed their gratitude to Robinson, and "I am Tiger Woods," in which children of all races say that mantra before heading out to the golf course...
What I am talking about is when I see Nike Swoosh lapel pins on seventy percent of the coaches in the NCAA tournament...
...game. At a press conference after he announced his pro status, Woods opened by saying charmingly, "Well, I guess it's 'Hello World.'" Only later did the press learn that this is the tag line of a Nike ad campaign, which magically appeared on TV two days later. Swoosh...