We’re sure you’ve heard Nike’s renowned slogan “Just Do It” millions of times over, but do you know where the idea for the campaign originated? They were the final words from a guy who was about to be executed. Yes, that’s right; the motivating motto was derived from a dying man’s last words. When asked if he had anything to say prior to being electrocuted, the man on death row remarked, “Let’s do it.” It just so happened that execs from Nike’s advertising agency, Wieden+Kennedy, were keeping up with the news and decided that by replacing one word in the phrase, it would be perfect for the Nike brand.
When the idea was pitched in 1988, Nike trailed Reebok in sales. However, today, the tagline is one of the most recognized in advertising history. The “Just Do It” advertising campaign sparked human emotion and could be applied to all aspects of life. It inspired men and women to better themselves, encouraged a culture to take their personal fitness seriously, and pushed individuals to take chances in life. The company received letters from men and women describing how the tagline had inspired them to leave abusive relationships and achieve heroic goals.
“It was quick, easy, cocky, to the point, and a bit irreverent, all of which Nike is,” said Peter Moore, the designer of the Air Jordan logo.
Now controlling over fifty percent of the market in countries on almost every continent and sponsoring world football teams including Manchester United, Nike’s “Just Do It” marketing campaign allowed for the brand to become a cultural icon and grow to be one of the most prominent corporations within the twentieth and twenty-first centuries.
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