NICE GUYS FINISH LAST
Words : Nick Santora | Images : © NIKE Inc . | Photographer : Bob Peterson
Bob Peterson has taken more legendary shots for Nike than LeBron and Kobe combined . His photographs spawned dozens of iconic posters and advertisements featuring the Mount Rushmore of Nike athletes : Michael Jordan , Bo Jackson , Charles Barkley , John McEnroe , and Andre Agassi . As a teenager , Bob began working for SPORT magazine and Sports Illustrated , followed by a staff position at LIFE where he shot several cover stories . In the late 1970s , he connected with Peter Moore at Nike and created running-focused advertisements declaring , “ There Is No Finish Line .” In the mid-1980s , Wieden + Kennedy arrived at Nike with “ Just Do It ,” and nothing has been the same since . Thankfully , Bob had his camera there to document this monumental time in sneaker history .