'' Tag '' , and its associated campaign , was a financial and critical success . Nike 's profits for the quarter following the release of the campaign rose 8.3 % , despite the fact that sales in the United States fell 2 % in the same period , likely due to the economic turmoil following the September 11 attacks . Nike ended the fiscal year with sales up 5.5 % . It was successful in shifting public and media perceptions of the brand . It was seen as a herald of a trend in advertising towards the promotion of childhood and pre-adolescent innocence . Reaction to the campaign , and '' Tag '' in particular , was largely positive within the advertising community . Stefano Hatfield of '' The Guardian '' said of '' Tag '' : " a beautifully directed TV commercial with perfect timing " while Bob Garfield of '' Advertising Age '' referred to it as : " breathtaking in its conception , its choreography , its wry sensibility , and &mdash; beneath its exceedingly complex production &mdash; its sheer simplicity " The television components of the campaign went on to win a significant number of awards , including honours at the Clio Awards , the London International Awards , and the Andy Awards , among others
September 11 attacks
September 11 attacks
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