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Posted 1 year 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.


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  • Swapnil PorwalPosted 1 year agogreat idea come from anywhere even from a criminal also and you make billion dollars
  • Nikhil ParmarPosted 12 months agoAmazing story, good to know the history behind the tag line.
  • Swapnil PorwalPosted 12 months agoNike company is the best company who make wonderful shoes and their tagline is superb Just Do it
  • Mukthadeer Ahmad QaziPosted 12 months agoAwesome
  • Swapnil PorwalPosted 12 months agoVery good story
  • rockyPosted 11 months agogood story of nike
  • Swapnil PorwalPosted 11 months agothis story inspired me to take action on my dreams
  • Alex Guia RebelloPosted 11 months 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 11 months agosimply the best one!!!!
  • Rajesh JainPosted 11 months agoGreat Concepts and story for ad s for every things
  • Sumit Chauhan Posted 10 months 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 10 months agoKip watch
  • Kaushik MedhiPosted 10 months agoCool story. A million dollar tagline story.
  • Rajesh JainPosted 10 months agoBrilliant Concepts with great idea
  • Megha modiPosted 10 months agohad a knowledge of the company
  • Ganesh Vasudevan NairPosted 10 months agofamous ad storys
  • Rishi ModiPosted 10 months agoNike is a very good brand
  • Rajesh JainPosted 10 months agosuperb idea
  • khushal viradiyaPosted 10 months agoyes, just do it
  • Devang RathodPosted 10 months agosuperb story...
  • Megha SonuPosted 10 months agothis story inspired me to take action on my dreams
  • Md Arsad AyubPosted 9 months agoJust do it......
  • asgarPosted 9 months agowonderful ad
  • deepak rawatPosted 8 months agosas
  • harshavardhanreddyPosted 8 months agoWONDERFUL IDEA
  • ShellyPosted 8 months agoThanx for sharing the story behind the " just do it" slogan of the globally known brand. Waiting for such many more real story.
  • Nisha KolayPosted 8 months agoGreat, good to know the story behind the Tagline.. soooo inspiring.. :) :)
  • harshavardhanreddyPosted 8 months agoit enhances the peoples knowledge about a product and the reason behind tag line
  • rajakumar dasariPosted 8 months agoGreat
  • K MamathaPosted 8 months agoGood Story .I liked it very much
  • DevisinhPosted 8 months agoamazing story, thanks for sharing it here.
  • Ruhi GuptaPosted 8 months agoGreat idea
  • Ekta GoenkaPosted 8 months agoNike is very good co . Branded shoes are very comfortable to wearand its slogan is also very best
  • Dr. Anil GuptaPosted 7 months agoI did not know that.
  • NitinPosted 7 months agoGreat Idea and amazing story
  • Shivam aroraPosted 7 months agoWOW! AMAZING STORY. 👍👍👍👍☺
  • ROHIT KUMAR Posted 7 months agoNice nike
  • Rahul kalalPosted 7 months agoNice
  • vaibhav kumarPosted 7 months agoIdeas make change the world
  • Minal BPosted 6 months 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 6 months agogood
  • AmithPosted 6 months agogood to know the history behind the tag line.
  • sanchit balanaPosted 6 months agoAwsome story
  • KAUSHIK GARAIPosted 6 months agoAmazing story
  • Anil Kumar SadaranganiPosted 6 months agoAmazing story, good to know the history behind the tag line.
  • shikharPosted 6 months agowow great story.nice to read about nike an knowing fully about the slogan
  • krishnaPosted 6 months agogreat
  • krishnaPosted 6 months agoNike---lets do it..........nice caption
  • BABU LAL BAIRWAPosted 6 months agonice
  • Manikandan SelvamPosted 6 months agoAwsome
  • lokesh kumarPosted 6 months agoNICE STORY
  • SAT WINDER KAURPosted 6 months agoGood idea
  • RahulPosted 6 months agoGood story, the story inspired me to take action in my life
  • krishnaPosted 6 months agoAmazing Story
  • ANUJ RANAPosted 6 months agoawesome.......
  • Arun KumarPosted 6 months 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 6 months agoinspiring storyy
  • HARISHPosted 6 months agomotionlessness story
  • ANUJ RANAPosted 6 months agonice story
  • Nooreen saba Posted 5 months agonike so famous
  • Sunil J VarghesePosted 5 months agoAlthough a criminals last word witha little bit edit.. it is inspiring
  • Udit Pratap KujurPosted 5 months agogood story
  • harshalPosted 5 months agoknowledge and idea can make one richer and richer.
  • harshalPosted 5 months agowow nike company is very very good company just go for it.
  • RahulPosted 5 months agoNice one
  • jpdeviPosted 5 months agoNike is good branded company .
  • munish kumarPosted 5 months agovery good
  • Rahul kalalPosted 5 months agoNice
  • Yogeshwar Giri GoswamiPosted 5 months agoGood story about the company nice tag line
  • vaibhav kumarPosted 5 months agoIt's very inspirational tag and I also trying to do their startup...God Bless us.
  • Sahil GuptaPosted 4 months agoInspiring story
  • salman haidetPosted 4 months agoI like it
  • AMIT KUMARPosted 4 months agoAmazing story
  • YOGESHKUMAR DEKATEPosted 4 months agohgjhj
  • atulPosted 4 months agoAmazing story
  • Soumen SinhaPosted 4 months agoYes
  • YOGESHKUMAR DEKATEPosted 4 months agoghnvj k,n
  • JustinPosted 4 months agosuperb story..
  • Vishwas sansanwalPosted 4 months agoOwsame story!
  • SumitPosted 3 months agonice info
  • Susmita Gour Posted 3 months agoAmazing story
  • Ganesh Vasudevan NairPosted 3 months agonice to know!!
  • Ganesh Vasudevan NairPosted 3 months agonice info
  • YOGESHKUMAR DEKATEPosted 3 months agonice
  • saqlainPosted 3 months agoNicely done
  • AmithPosted 3 months agoWonderfull story
  • rameshPosted 3 months agoNice
  • Musadiq SHARIFFPosted 2 months agoGood post awesome idea
  • AnuragPosted 2 months agoCoolllll
  • Ganesh Vasudevan NairPosted 2 months agowhat an idea sirji!!!!
  • Vipin S BhagatPosted 2 months agook good
  • M CHANGMIPosted 2 months agoThese are great lesson! I inspired by it.
  • AnuragPosted 2 months agoFav brand
  • Santoah Kumar NayakPosted 2 months agogreat idea come from anywhere even from a criminal also
  • Man Bahadur BahadurPosted 2 months agoI and your work
  • Jimmy JoyPosted 2 months 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 1 month agonice story
  • MohitPosted 1 month agoI just love Nike products
  • Mohommed ZiaurrehmanPosted 1 month agoAmazing story
  • s praveenPosted 1 month agogreat idea
  • saranyaPosted 1 month agoInnovative story.
  • radhaPosted 3 weeks agoInteresting
  • vipulPosted 2 weeks agoThis story inspired many people
  • Manzur IlahiPosted 2 weeks agosimply the best one of us
  • Ganesh Vasudevan NairPosted 5 days agogreat story
  • shubhamPosted 1 day agonike is one of kind.


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