Adytude Blog

The story behind Nike’s famous, “Just Do it” slogan

Posted 9 years ago

Ever wondered how Nike’s all time famous, “Just Do it” campaign slogan came into being? A slogan that helped reshape the image of the company to a leader in sports gear!

It is very important to firstly understand, that any brand needs to be able to form a strong connect with its audience for a successful tomorrow. If the brand’s message doesn’t appeal to the consumer demographic it is targeting, it will never see the intended impact it hopes to make.

It was 1987, Health and fitness had started to become an obsession with the rise of problems like obesity in American society. The two main sports companies competing for the top position at the time were Nike and Reebok. Nike was in the midst of a major drop in sales and had to lay off 20% of its work force. A number of advertisements published by the company had failed to make an impact and the top management was in panic mode. Wieden + Kennedy were in charge of the company’s branding and advertising.

In 1976, a notorious and globally known criminal by the name of Gary Gilmore had murdered a gas station employee, Max Jensen and a motel manager, Bennie Bushnell in Utah. Both victims had met his every demand but were still murdered. Not long after, Gary’s cousin Brenda turned him in. The .22 caliber weapon he used to murder his victims was also found hidden in a bush. At the time Utah had two death penalities to choose from, death by a firing squad or hanging. Gary chose the former.

On the morning of January 17th, 1977 at 8:00 A.M, Gary was executed. But as he stood in front of a firing squad, his last words were, “Let’s do this!”

Recalling the infamous killer’s last words, Dan Wieden made a small edit from, “Let’s do it” to “Just Do it” and pitched the idea. This one single slogan proved to be one of the most important and profitable moves in the history of the brand. Consumers’ instantly felt connected with Nike. The slogan had no age, gender or physical ability criterion attached to it. It bred pure energy and the will to achieve that motivated many! The brand’s share in the global sports shoe market shot up from 877 million dollars to a staggering 9.2 billion dollars, making it the leading sports shoe manufacturer. An amalgamation of motivational slogans and endorsements by renowned athletes created a driven environment of encouragement and health awareness that boosted the company’s brand image.

This is one of the greatest and most inspirational examples of how effective marketing and advertising completely changes the way we look at a brand. Nike instilled a sense of eagerness to achieve goals and meet targets in the masses. That’s why the company urges its patrons to not think but take matters in to their own hands. Just Do it.

Swapnil PorwalPosted 9 years agogreat idea come from anywhere even from a criminal also and you make billion dollars Nikhil ParmarPosted 9 years agoAmazing story, good to know the history behind the tag line. Swapnil PorwalPosted 9 years agoNike company is the best company who make wonderful shoes and their tagline is superb Just Do it Mukthadeer Ahmad QaziPosted 9 years agoAwesome Swapnil PorwalPosted 9 years agoVery good story rockyPosted 9 years agogood story of nike Swapnil PorwalPosted 9 years agothis story inspired me to take action on my dreams Alex Guia RebelloPosted 9 years agoJUST DO IT it's only three words but it captured the entire World's attention . It's my Dream to think of a Powerful ad line which becomes a household name RudraPosted 9 years agosimply the best one!!!! Rajesh JainPosted 9 years agoGreat Concepts and story for ad s for every things Sumit Chauhan Posted 9 years agoA Single Slogan can change the picture of your company and a good slogan can make people more connected to your brand.Other thing is people should keep looking for new ideas in order to improve their business. zeeshanPosted 9 years agoKip watch Kaushik MedhiPosted 9 years agoCool story. A million dollar tagline story. Rajesh JainPosted 9 years agoBrilliant Concepts with great idea Megha modiPosted 9 years agohad a knowledge of the company Ganesh Vasudevan NairPosted 9 years agofamous ad storys Rishi ModiPosted 9 years agoNike is a very good brand Rajesh JainPosted 9 years agosuperb idea khushal viradiyaPosted 8 years agoyes, just do it Devang RathodPosted 8 years agosuperb story... Megha SonuPosted 8 years agothis story inspired me to take action on my dreams Md Arsad AyubPosted 8 years agoJust do it...... asgarPosted 8 years agowonderful ad deepak rawatPosted 8 years agosas harshavardhanreddyPosted 8 years agoWONDERFUL IDEA ShellyPosted 8 years agoThanx for sharing the story behind the " just do it" slogan of the globally known brand. Waiting for such many more real story. ROOMIPosted 8 years agoI NEVER KNEW THIS , NOW I KNOW GREAT WORK Nisha KolayPosted 8 years agoGreat, good to know the story behind the Tagline.. soooo inspiring.. :) :) harshavardhanreddyPosted 8 years agoit enhances the peoples knowledge about a product and the reason behind tag line jyothiPosted 8 years agoNOTHING IS IMPOSSIBLE, EVEN THE GREAT PEOPLE BORN FROM THEIR MOTHERS WOMB rajakumar dasariPosted 8 years agoGreat K MamathaPosted 8 years agoGood Story .I liked it very much DevisinhPosted 8 years agoamazing story, thanks for sharing it here. Ruhi GuptaPosted 8 years agoGreat idea Ekta GoenkaPosted 8 years agoNike is very good co . Branded shoes are very comfortable to wearand its slogan is also very best Dr. Anil GuptaPosted 8 years agoI did not know that. NitinPosted 8 years agoGreat Idea and amazing story Shivam aroraPosted 8 years agoWOW! AMAZING STORY. 👍👍👍👍☺ ROHIT KUMAR Posted 8 years agoNice nike Rahul kalalPosted 8 years agoNice vaibhav kumarPosted 8 years agoIdeas make change the world Minal BPosted 8 years agoWow, that's some story. Inspirational indeed. This proves that ideas are there in this world, all one needs to do is to keep the Eyes and Ears open to get some inspiration. srishtiPosted 8 years agogood AmithPosted 8 years agogood to know the history behind the tag line. sanchit balanaPosted 8 years agoAwsome story KAUSHIK GARAIPosted 8 years agoAmazing story Anil Kumar SadaranganiPosted 8 years agoAmazing story, good to know the history behind the tag line. shikharPosted 8 years agowow great story.nice to read about nike an knowing fully about the slogan krishnaPosted 8 years agogreat krishnaPosted 8 years agoNike---lets do it..........nice caption BABU LAL BAIRWAPosted 8 years agonice Manikandan SelvamPosted 8 years agoAwsome lokesh kumarPosted 8 years agoNICE STORY SAT WINDER KAURPosted 8 years agoGood idea RahulPosted 8 years agoGood story, the story inspired me to take action in my life krishnaPosted 8 years agoAmazing Story ANUJ RANAPosted 8 years agoawesome....... Arun KumarPosted 8 years agoAmazing story, good to know the history behind the tag line, great idea come from anywhere even from a criminal also and you make billion dollars Raoof MohiuddinPosted 8 years agoinspiring storyy HARISHPosted 8 years agomotionlessness story ANUJ RANAPosted 8 years agonice story Nooreen saba Posted 8 years agonike so famous Sunil J VarghesePosted 8 years agoAlthough a criminals last word witha little bit edit.. it is inspiring Udit Pratap KujurPosted 8 years agogood story harshalPosted 8 years agoknowledge and idea can make one richer and richer. harshalPosted 8 years agowow nike company is very very good company just go for it. RahulPosted 8 years agoNice one jpdeviPosted 8 years agoNike is good branded company . munish kumarPosted 8 years agovery good Rahul kalalPosted 8 years agoNice Yogeshwar Giri GoswamiPosted 8 years agoGood story about the company nice tag line vaibhav kumarPosted 8 years agoIt's very inspirational tag and I also trying to do their startup...God Bless us. Sahil GuptaPosted 8 years agoInspiring story salman haidetPosted 8 years agoI like it AMIT KUMARPosted 8 years agoAmazing story YOGESHKUMAR DEKATEPosted 8 years agohgjhj atulPosted 8 years agoAmazing story Soumen SinhaPosted 8 years agoYes YOGESHKUMAR DEKATEPosted 8 years agoghnvj k,n JustinPosted 8 years agosuperb story.. Vishwas sansanwalPosted 8 years agoOwsame story! SumitPosted 8 years agonice info Susmita Gour Posted 8 years agoAmazing story Ganesh Vasudevan NairPosted 8 years agonice to know!! Ganesh Vasudevan NairPosted 8 years agonice info YOGESHKUMAR DEKATEPosted 8 years agonice saqlainPosted 8 years agoNicely done AmithPosted 8 years agoWonderfull story rameshPosted 8 years agoNice Musadiq SHARIFFPosted 8 years agoGood post awesome idea AnuragPosted 8 years agoCoolllll Ganesh Vasudevan NairPosted 8 years agowhat an idea sirji!!!! Vipin S BhagatPosted 8 years agook good M CHANGMIPosted 8 years agoThese are great lesson! I inspired by it. AnuragPosted 8 years agoFav brand Santoah Kumar NayakPosted 8 years agogreat idea come from anywhere even from a criminal also Man Bahadur BahadurPosted 8 years agoI and your work Jimmy JoyPosted 8 years agoA clear cut case of how creativity works. Hence most creative people read and interact a lot to get inspired for their next big idea. This also goes to show how important a slogan or ad line is important for a product. gufranPosted 8 years agonice story MohitPosted 8 years agoI just love Nike products Mohommed ZiaurrehmanPosted 8 years agoAmazing story s praveenPosted 8 years agogreat idea saranyaPosted 8 years agoInnovative story. radhaPosted 8 years agoInteresting vipulPosted 8 years agoThis story inspired many people Manzur IlahiPosted 8 years agosimply the best one of us Ganesh Vasudevan NairPosted 8 years agogreat story shubhamPosted 8 years agonike is one of kind. Aditya RajPosted 8 years agoawesome AMithPosted 8 years agoGood RiyaPosted 8 years agoGreat catchy ad that will never ever be outdated ever. One iconic liner. kashmir SinghPosted 7 years agoHad a knowledge of the company. Magesh.nPosted 7 years agoSimply to say so much of truth behind just do it ! that really pumped me much to get over with nike ! Balasiewdor KharsyntiewPosted 7 years agoMy favorite brand NitishPosted 7 years agoGood story behind this. Anupama KAMRAPosted 7 years agoUseful and inspiring story MamtaPosted 7 years agoNice saurabh mendhemendhePosted 7 years agoAwesome Debashis Ghosh Posted 7 years agoThis is a great company and this ad justify this company as you can do works as well as you can run , jumping etc with wearing this shoes . PalakPosted 7 years agoI like it most munnerPosted 7 years agoThis story for inspire.. SHANTANU GHOSHPosted 7 years agoCLASSICS ARE FOREVER Subramani S MPosted 7 years agoLike it yuvrajsinhPosted 7 years agomost money idea SHANTANU GHOSHPosted 7 years agoRARE CLASSICS: "JUST DO IT" SHANTANU GHOSHPosted 7 years agoCLASSIC AD GIRISH KISANPosted 7 years agoJust do it MeghaPosted 7 years agoInteresting story behind arguably the most inspiring ad campaign! It tells you how successful people would see an opportunity in the gravest of events that unfold. ponbakyarajPosted 7 years agogood........... neerubansal80014@gmail.comPosted 7 years agoAmazing story SHANTANU GHOSHPosted 7 years agoCLASSIC IDEA AnimaPosted 7 years agoVery good priyaPosted 7 years agoGood it seems SumithPosted 7 years agonice story . Rohit SamadPosted 7 years agogood thought dineshPosted 7 years agoIts the first time I am hearing about its advertising success .earlier I had learnt of origin of its name -based on any tribe in America .it's good to find another half story of its success . Perspective of people depends the way a person thinks that's why Wieden instead of calling 'Let's do this ' origin of a notorious mindset he grabbed the depth in the quotation .this is the power of word which any one can quote .lts world known that Nike is a huge success .so ,the message is very simple ,look everywhere if you are a struggler.what if you also achieve your success or right mindset like Nike did? So................Just Do It . pujaPosted 7 years agoIt's a great SONU YADAV Posted 7 years agoAwesome sanilPosted 7 years agothere is a real story behind every logo. Nike has too. MariyamakilPosted 7 years agoGood story with excellent tagline PorniPosted 7 years agoGreat thins just do it.. sujeet kumar singhPosted 7 years agoNice Jyoti agarwalPosted 7 years agoToo good and nice story everyone should read to get knowledge.. ARCHANA DHIWARPosted 7 years agoNICE sujeet kumar singhPosted 7 years ago@@@superb Sushant RasalPosted 7 years agoGreat inormation Dasarath MinzPosted 7 years agoLike Sharad GaikwadPosted 7 years agoThis story for incredible Sharad GaikwadPosted 7 years agoStory was very good GARIMAPosted 7 years agobrilliant work chandan lalPosted 7 years agoGood Story, Thanks for Sharing Devinder singhPosted 7 years agoadytude is a very cool and stylish website for everyone who wants to win something for free lillykuttyPosted 7 years agoBest and fabulous story MehreenPosted 7 years ago✌nice idea krishnaveniPosted 7 years agoNIke have verity of designs and quality is 100% good. nice reivew. K RNS PAVAN KUMAR VARMAPosted 7 years agoi dont know what to do by knowing this, will i have to plan a robbery? pranaliPosted 7 years agogood story.. rameshPosted 7 years agoVery good story PreethiPosted 7 years agoSuperb RaghavanPosted 7 years agoSuperb !!! AsifPosted 7 years agoOj shivam yadavPosted 7 years agoI love Nike brand Ghanashyam PustiPosted 7 years agoNike sport shoes gives different looks even in sports stages or any where else. MarcPosted 7 years agoWhoa..certainly, these classic old ads hold a special place in the eyes of the beholder ! RaghavanPosted 7 years agoIdea always changes your lives NandiniPosted 7 years agoUnique ideas!!! rajendraPosted 7 years agohmm nice story AnkushPosted 7 years agoMotivated tagline ANTARA VERMAPosted 7 years agogreat ad! Sharad GaikwadPosted 7 years agoNike was most powerful brand in india and very good story for this SUPARNA GHOSHPosted 7 years agoPLZ TELL ME HOW CAN I UPDATE MY PROFILE PHOTO NGASHEPAM BINOD KUMAR SINGHPosted 7 years agonice and meaningful avaniPosted 7 years agogreat idea..very interesting good to hear KhushiramPosted 7 years agoThis is joyful Vikash pandeyPosted 7 years agothis viedo great idea even from a good history Sahil ChauhanPosted 7 years agonice history about my favourite company GOURAV SHARMA Posted 7 years agoso this is the story behind just do it Saurabh kumarPosted 7 years agoOsam nurful islamPosted 7 years agofgata fati AsifPosted 7 years agoGreat thinking and impressive CasperPosted 7 years agoIt not just slogan...it's an inspiration... "Just do it".... yasaPosted 7 years agogood story awesome company. rohitkhalkho@yahoo.comPosted 7 years agoamazing story it is inspring story it si better to know about history Vikash pandeyPosted 7 years agoThis ad show great idea to show about how to done with positive or negative thinking Ghanashyam PustiPosted 7 years agoA last word just do it has proven miracle.Two brands have captured the whole market. virender singh negiPosted 7 years agonike is a branded shoe company. Bhuwan Chandra Tewari Posted 7 years agogreat idea come from anywhere even from a criminal also and you make billion dollars maheshnn66Posted 7 years agoawesome story BareaPosted 7 years agoOwsm story....this creats customer interested in ur brand...love it...do it Sanjeev kumarPosted 7 years agoThings will be automatically great ehen ideA will br great Kuldeep SinghPosted 7 years agoTo good Krishnaveni KPosted 7 years agogood story Menoka DekaPosted 7 years agogreat mehartajPosted 7 years agonice prudhviPosted 7 years agogood product from this company brand Vikash pandeyPosted 7 years agoGreat idea any way crime make big person so i kindly inform you that please stop crime to live better way in life Ghanashyam PustiPosted 7 years agoNoble idea even a criminal.Thanks lot Sadiya Alli AshraffPosted 7 years agoJust got to learn something new about our favourite brand.!! SatyavratPosted 7 years agoJust Do It Kulamani SorenPosted 7 years agogreat story behind the slogan....... satyamPosted 7 years agoNike is nice Sandeep kumarPosted 7 years agoGreat idea. Priyanka GhatalPosted 7 years agoWow creative idea this story all of inspired to make action Ruttala Naganna doraPosted 7 years agoPretty cool Virendra chauhan Posted 7 years agoLet's do it. And just do it...its nice quote is like u think so do u anything, and u don't think so don't anything. EbenezerPosted 6 years agoNice Article.... Really it inspiring lot of people.... Thanks for the best article.... AMAN GUPTAPosted 6 years agoWhat n idea Sashimi Posted 6 years agoThe story is interesting Melvin TomPosted 6 years agoFabulous, Mind blowing, Wonderful idea Melvin TomPosted 6 years agoMind blowing, Boblastic and supercool ad ArjunPosted 6 years agoGood to know the story behind this tagline. Just Do It is indeed a very striking and strong tagline, waiting for more such stories. Nitin Arnold VictorPosted 6 years agoWell... That's sick.. kulwinder singhPosted 6 years agoGOOD KNOW TO HISTORY balraj singhPosted 6 years agogreat nasir khanPosted 6 years agoVery good sharadPosted 6 years agoMen will b men Pradhumansinh BasiaPosted 6 years agoTruly inspiring story.. I didn't knew about this before. Vanitha SPosted 6 years agosuperb idea and different effective marketing and advertising . Bhaveshkumar Arjunkumar RawalPosted 6 years agoGreatest Story... Subrat MohapatraPosted 6 years agoBest shoes industry from ancient time KeerthiPosted 6 years agosuperb wonderfull story...... nazakat ali bhat Posted 6 years agogreate id ABHISHEK Posted 6 years agoInteresting story riaPosted 6 years agovery intresting Salauddin MondalPosted 6 years agoGood Brand... Rahul hamadPosted 6 years agoBe a gud observer.. AnitPosted 6 years agoNice story Sameer KarekarPosted 6 years agogood devinderPosted 6 years agowhat a brain to pick up these last words and make it advt line Hari Kumar BoraPosted 6 years agoNice RanjanaPosted 6 years agoInteresting DeepakPosted 6 years agogood story.... vivek sapikePosted 6 years agoChhhggkj. Dhvxg djidg vjksfbvsr vdhv yux gch. Hxgg. Yjcc. HV. Hug Kanika ShriyanPosted 6 years agoInteresting Read. SujataPosted 6 years agoAmazing SafuraPosted 6 years agoNice story Jaswinder singhPosted 6 years agohttp://f2n.in/KHQWHPYHNPP SujataPosted 6 years agoGood Tapati PurkayasthaPosted 6 years agovery good story to enjoy Tapati PurkayasthaPosted 5 years agoGOOD STORY Tapati PurkayasthaPosted 5 years agoGREAT SHOE COMPANY sujit.purkayasthaPosted 5 years agonike is best Tapati PurkayasthaPosted 5 years agoFamous brand sujit.purkayasthaPosted 4 years agoNike is a best shoe company sujit.purkayasthaPosted 4 years agoNike brand of shoes are best in the globe Tapati PurkayasthaPosted 4 years agoNike brand is best sujit.purkayasthaPosted 4 years agoThe story was nice .It is true nike is manufacturing best sport shoes