NIKE - “Just Do It”

The Nike's "Just do it" slogan, was created 30 years ago by renown advertising agency Wieden + Kennedy and it's still one of the core components of Nike's brand.

Nike's famous slogan, “Just Do It,” was inspired by the last words of Gary Gilmore, a murderer on death row.

The campaign launched in 1988 was highly successful ever since, by featuring numerous notable athletes in order to attract customers and promote the image of Nike.

Nike created an image of success through the combination of professional athletes and motivational slogans emphasizing sportsmanship and health.

Colin Kaepernick is the new face of the company’s new “Just Do It” campaign.

According to the study conducted by researchers from Texas Tech University called “A study of the antecedents of slogan liking” the Nike “Just Do It” was the most recalled slogan of all.

What can we learn from NIKE slogan?

1. It works because it motivates people. 

1. Nike is about sports and working out. “Just do it” sounds like a personal trainer, pushing you to get up from that couch and do the work to get results.

1. The slogan is universal and intensely personal which leads to customers associating their purchases with the prospect of achieving greatness.

1. It’s everywhere – that’s why it works. Nike is a powerful brand with enormous advertising potential.