The concept of the two-sport or multi-sport athlete greatly filters the list of great athletes throughout history and, when used as a measuring stick, leaves us with the best of all time: Bo Jackson. "Bo Jackson is not known in Spain, despite starring in the Bo Knows Nike brand campaign which remains, even today, the multinational's most successful campaign" (Williams). "In these famous ads, in which Jackson first plays football and baseball, two professional sports, then tries his luck in basketball with Michael Jordan, tennis with John McEnroe, ice hockey with Wayne Gretzky and track and field with Sea and Decker." (Williams). The first ad was so successful that Nike decided to produce additional ads featuring Bo Jackson as the "all-star athlete." These new adverts featured him playing and participating in cycling, football with Welshman Ian Rush, who are professional athletes, cricket, surfing, weightlifting and horse riding. Nike used Bo Jackson's athletic abilities to create a gold mine “The first athlete in history to be selected as an All Star in two different sports” (Askew). Bo Jackson's work as the greatest American athlete of all time proves that he is a representative of American culture because he changed both the American past of baseball and football, he helps Alabamians with fundraisers benefiting tornado victims, he represents American strength coupled with tenacity, and set a new bar for sports that to this day has not been reached by any other athlete. According to Martin: "In 38 NFL games, Jackson averaged an astonishing 5.4 yards per carry (by comparison, Jim Brown averaged 5.2 ypc, Barry Sanders 5.0, Walter Payton 4.4 and Emmitt Smith 4,2). A quick YouTube review of Jackson's highlights reminds us just how domi...... center of paper ......rican Dream and a true example of an American icon Works cite Close, Paul, David Askew, and Xin Xu. Beijing Olympics, the political economy of a sporting mega-event.. Hoboken: Taylor & Francis, 2006.. 34-35Crenshaw, Solomon, Jr. Bike Ride Coming to Auburn." AL.com. AL.com, December 2, 2013. Web. April 15, 2014. Gatz, Margaret, Michael A. Messner, and Sandra Rokeach. Paradoxes of Youth and Sports. Albany: State University of New York, 2002.. 12-13. Martin, Vince. “Why Bo Jackson is the Greatest Athlete Ever.” Yahoo Contributors, September 12, 2006. Web. April 15, 2014. Platt, Larry : rebels, race and the American athlete. Philadelphia: Temple University Press, 2002. 56-60Williams, Peter. Sports Immortals: Deifying the American Athlete. Bowling Green, Ohio: Bowling Green State University Popular Press, 1994.. 30-31