Nike, the well-known athletic brand, has a slogan that has become almost as famous as the brand itself. “Just Do It” was created in 1988 by ad agency Weiden and Kennedy and was inspired by the last words of a convicted criminal before his execution. The slogan has since become synonymous with Nike and its brand image.
The Impact of “Just Do It” on Nike’s Marketing
The “Just Do It” slogan has been a crucial aspect of Nike’s marketing strategy since its inception. The tagline has allowed them to create a universal message that resonates with consumers across cultures and languages. The slogan challenges consumers to take action, inspiring them to push past their fears, doubts and limitations. By doing so, Nike encourages consumers to buy their athletic wear and footwear, which provides consumers with the tools to accomplish their goals and maximize their potential.What has really set Nike apart from its competitors is the power, consistency and longevity of its “Just Do It” campaigns. Nike has utilized the slogan in various ways, such as featuring athletes of different sports, body types and backgrounds, which has helped appeal to a larger audience.
“Just Do It” and Social Movements
In recent years, Nike has taken the slogan “Just Do It” beyond the sports world and incorporated it into social movements. Nike has been known to partner with athletes in various social activism movements, such as Colin Kaepernick’s protests against police brutality and racial inequality. Though the campaigns received backlash from some, it’s plain to see that Nike is willing to take risks in the name of advancing social justice causes, making them a brand that could truly “Just Do It”.
The Bottom Line
“Just Do It” has served as a timeless and effective campaign for Nike, driving sales and brand recognition for decades. Through their ongoing creative use of the slogan, Nike demonstrates that their brand is not bound by specific sports, markets or cultural limits.