In 1988, Nike was facing tough competition from Reebok and Adidas, and their sales were declining. At the same time, they were trying to break into the jogging craze that had swept the United States. Their agency, Wieden+Kennedy, was tasked with coming up with a new campaign that would resonate with consumers and set Nike apart from its rivals.The inspiration for the campaign came from an unlikely source. While Wieden was struggling to find the perfect tagline, he thought back to the last words of Gary Gilmore, a convicted murderer who was facing execution in Utah. As he was being led to the firing squad, Gilmore reportedly said, “Let’s do it.” Wieden tweaked the phrase slightly, turning it into “Just Do It,” and a legendary slogan was born.
The Impact of “Just Do It”
The “Just Do It” campaign had an immediate impact on Nike’s sales, helping the company to become the dominant force in the sportswear industry. The slogan encapsulated Nike’s philosophy of pushing boundaries and striving for excellence, and it resonated with athletes and non-athletes alike. The campaign featured a diverse range of athletes, including Michael Jordan, Bo Jackson, and John McEnroe, which helped to broaden Nike’s appeal.The slogan has since become a cultural icon, recognized around the world. Nike has continued to use it in its marketing campaigns, adapting it to different audiences and products, and it has become a key part of the company’s brand identity.
The Legacy of “Just Do It”
The success of “Just Do It” has had a lasting impact on the advertising industry. The slogan showed that a powerful message delivered in a simple and memorable way could be incredibly effective. It also highlighted the importance of authenticity and connecting with consumers on a deeper level.The legacy of “Just Do It” can be seen in countless other advertising campaigns that have tried to capture the same spirit of drive and determination. But despite the imitators, “Just Do It” remains an iconic slogan that has stood the test of time.