How Nike’s Iconic Slogan Just Do It Transformed Their Marketing Game

The Beginning of Just Do It

It all started in 1988 when Nike was experiencing a decline in sales. The company needed a new marketing campaign to revive its brand, and that’s when Dan Wieden from Wieden+Kennedy agency decided to come up with something simple but powerful. He came up with the slogan “Just Do It” inspired by the last words of a criminal before he was executed.

Why It Worked

The slogan “Just Do It” resonated with people in a way that no other slogan ever had before. It became more than just a catchy tagline, it became a lifestyle. With this slogan, Nike was able to target not only athletes, but also everyday people who felt inspired by the message. It was about pushing yourself to the limit and not giving up in the face of adversity.

Celebrity Endorsements

Nike has always had a reputation for partnering with the biggest names in sports, and this was no different with the “Just Do It” campaign. Michael Jordan, Bo Jackson, and Andre Agassi were just a few of the famous athletes that endorsed Nike during this time. These endorsements helped Nike to further cement its message of pushing yourself to be the best you can be and never giving up.

The Legacy of “Just Do It”

Today, “Just Do It” is recognized as one of the most iconic slogans in the history of marketing. It has helped to make Nike one of the most successful brands in the world, with millions of people wearing their products every day. More than that, it has inspired generations of people to believe in themselves and push themselves to achieve their goals.


Nike’s “Just Do It” campaign is a perfect example of how a simple message can have a profound impact. It transformed Nike from a struggling brand into a global leader in sports apparel. The message behind “Just Do It” goes beyond sports and inspires people to believe in themselves and to push themselves to their limits.