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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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138 Comments

  • Swapnil PorwalPosted 1 year agogreat idea come from anywhere even from a criminal also and you make billion dollars
  • Nikhil ParmarPosted 1 year agoAmazing story, good to know the history behind the tag line.
  • Swapnil PorwalPosted 1 year agoNike company is the best company who make wonderful shoes and their tagline is superb Just Do it
  • Mukthadeer Ahmad QaziPosted 1 year agoAwesome
  • Swapnil PorwalPosted 1 year agoVery good story
  • rockyPosted 1 year agogood story of nike
  • Swapnil PorwalPosted 1 year agothis story inspired me to take action on my dreams
  • Alex Guia RebelloPosted 1 year 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 1 year agosimply the best one!!!!
  • Rajesh JainPosted 1 year agoGreat Concepts and story for ad s for every things
  • Sumit Chauhan Posted 1 year 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 1 year agoKip watch
  • Kaushik MedhiPosted 1 year agoCool story. A million dollar tagline story.
  • Rajesh JainPosted 1 year agoBrilliant Concepts with great idea
  • Megha modiPosted 1 year agohad a knowledge of the company
  • Ganesh Vasudevan NairPosted 1 year agofamous ad storys
  • Rishi ModiPosted 1 year agoNike is a very good brand
  • Rajesh JainPosted 1 year agosuperb idea
  • khushal viradiyaPosted 1 year agoyes, just do it
  • Devang RathodPosted 1 year agosuperb story...
  • Megha SonuPosted 1 year agothis story inspired me to take action on my dreams
  • Md Arsad AyubPosted 1 year agoJust do it......
  • asgarPosted 1 year agowonderful ad
  • deepak rawatPosted 1 year agosas
  • harshavardhanreddyPosted 1 year agoWONDERFUL IDEA
  • ShellyPosted 1 year agoThanx for sharing the story behind the " just do it" slogan of the globally known brand. Waiting for such many more real story.
  • ROOMIPosted 1 year agoI NEVER KNEW THIS , NOW I KNOW GREAT WORK
  • Nisha KolayPosted 1 year agoGreat, good to know the story behind the Tagline.. soooo inspiring.. :) :)
  • harshavardhanreddyPosted 1 year agoit enhances the peoples knowledge about a product and the reason behind tag line
  • jyothiPosted 1 year agoNOTHING IS IMPOSSIBLE, EVEN THE GREAT PEOPLE BORN FROM THEIR MOTHERS WOMB
  • rajakumar dasariPosted 1 year agoGreat
  • K MamathaPosted 1 year agoGood Story .I liked it very much
  • DevisinhPosted 1 year agoamazing story, thanks for sharing it here.
  • Ruhi GuptaPosted 1 year agoGreat idea
  • Ekta GoenkaPosted 1 year agoNike is very good co . Branded shoes are very comfortable to wearand its slogan is also very best
  • Dr. Anil GuptaPosted 1 year agoI did not know that.
  • NitinPosted 1 year agoGreat Idea and amazing story
  • Shivam aroraPosted 1 year agoWOW! AMAZING STORY. 👍👍👍👍☺
  • ROHIT KUMAR Posted 1 year agoNice nike
  • Rahul kalalPosted 1 year agoNice
  • vaibhav kumarPosted 1 year agoIdeas make change the world
  • Minal BPosted 1 year 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 1 year agogood
  • AmithPosted 1 year agogood to know the history behind the tag line.
  • sanchit balanaPosted 1 year agoAwsome story
  • KAUSHIK GARAIPosted 1 year agoAmazing story
  • Anil Kumar SadaranganiPosted 1 year agoAmazing story, good to know the history behind the tag line.
  • shikharPosted 12 months agowow great story.nice to read about nike an knowing fully about the slogan
  • krishnaPosted 11 months agogreat
  • krishnaPosted 11 months agoNike---lets do it..........nice caption
  • BABU LAL BAIRWAPosted 11 months agonice
  • Manikandan SelvamPosted 11 months agoAwsome
  • lokesh kumarPosted 11 months agoNICE STORY
  • SAT WINDER KAURPosted 11 months agoGood idea
  • RahulPosted 11 months agoGood story, the story inspired me to take action in my life
  • krishnaPosted 11 months agoAmazing Story
  • ANUJ RANAPosted 11 months agoawesome.......
  • Arun KumarPosted 11 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 11 months agoinspiring storyy
  • HARISHPosted 11 months agomotionlessness story
  • ANUJ RANAPosted 11 months agonice story
  • Nooreen saba Posted 11 months agonike so famous
  • Sunil J VarghesePosted 11 months agoAlthough a criminals last word witha little bit edit.. it is inspiring
  • Udit Pratap KujurPosted 11 months agogood story
  • harshalPosted 11 months agoknowledge and idea can make one richer and richer.
  • harshalPosted 11 months agowow nike company is very very good company just go for it.
  • RahulPosted 11 months agoNice one
  • jpdeviPosted 11 months agoNike is good branded company .
  • munish kumarPosted 11 months agovery good
  • Rahul kalalPosted 11 months agoNice
  • Yogeshwar Giri GoswamiPosted 10 months agoGood story about the company nice tag line
  • vaibhav kumarPosted 10 months agoIt's very inspirational tag and I also trying to do their startup...God Bless us.
  • Sahil GuptaPosted 10 months agoInspiring story
  • salman haidetPosted 10 months agoI like it
  • AMIT KUMARPosted 9 months agoAmazing story
  • YOGESHKUMAR DEKATEPosted 9 months agohgjhj
  • atulPosted 9 months agoAmazing story
  • Soumen SinhaPosted 9 months agoYes
  • YOGESHKUMAR DEKATEPosted 9 months agoghnvj k,n
  • JustinPosted 9 months agosuperb story..
  • Vishwas sansanwalPosted 9 months agoOwsame story!
  • SumitPosted 9 months agonice info
  • Susmita Gour Posted 9 months agoAmazing story
  • Ganesh Vasudevan NairPosted 9 months agonice to know!!
  • Ganesh Vasudevan NairPosted 9 months agonice info
  • YOGESHKUMAR DEKATEPosted 9 months agonice
  • saqlainPosted 9 months agoNicely done
  • AmithPosted 8 months agoWonderfull story
  • rameshPosted 8 months agoNice
  • Musadiq SHARIFFPosted 8 months agoGood post awesome idea
  • AnuragPosted 8 months agoCoolllll
  • Ganesh Vasudevan NairPosted 8 months agowhat an idea sirji!!!!
  • Vipin S BhagatPosted 8 months agook good
  • M CHANGMIPosted 8 months agoThese are great lesson! I inspired by it.
  • AnuragPosted 7 months agoFav brand
  • Santoah Kumar NayakPosted 7 months agogreat idea come from anywhere even from a criminal also
  • Man Bahadur BahadurPosted 7 months agoI and your work
  • Jimmy JoyPosted 7 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 7 months agonice story
  • MohitPosted 7 months agoI just love Nike products
  • Mohommed ZiaurrehmanPosted 7 months agoAmazing story
  • s praveenPosted 6 months agogreat idea
  • saranyaPosted 6 months agoInnovative story.
  • radhaPosted 6 months agoInteresting
  • vipulPosted 6 months agoThis story inspired many people
  • Manzur IlahiPosted 6 months agosimply the best one of us
  • Ganesh Vasudevan NairPosted 5 months agogreat story
  • shubhamPosted 5 months agonike is one of kind.
  • Aditya RajPosted 5 months agoawesome
  • AMithPosted 5 months agoGood
  • RiyaPosted 4 months agoGreat catchy ad that will never ever be outdated ever. One iconic liner.
  • kashmir SinghPosted 3 months agoHad a knowledge of the company.
  • Magesh.nPosted 2 months agoSimply to say so much of truth behind just do it ! that really pumped me much to get over with nike !
  • Balasiewdor KharsyntiewPosted 2 months agoMy favorite brand
  • NitishPosted 2 months agoGood story behind this.
  • Anupama KAMRAPosted 2 months agoUseful and inspiring story
  • MamtaPosted 2 months agoNice
  • saurabh mendhemendhePosted 2 months agoAwesome
  • Debashis Ghosh Posted 2 months 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 2 months agoI like it most
  • munnerPosted 2 months agoThis story for inspire..
  • SHANTANU GHOSHPosted 1 month agoCLASSICS ARE FOREVER
  • Subramani S MPosted 1 month agoLike it
  • yuvrajsinhPosted 1 month agomost money idea
  • SHANTANU GHOSHPosted 1 month agoRARE CLASSICS: "JUST DO IT"
  • SHANTANU GHOSHPosted 1 month agoCLASSIC AD
  • GIRISH KISANPosted 1 month agoJust do it
  • MeghaPosted 1 month 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 1 month agogood...........
  • neerubansal80014@gmail.comPosted 4 weeks agoAmazing story
  • SHANTANU GHOSHPosted 4 weeks agoCLASSIC IDEA
  • AnimaPosted 2 weeks agoVery good
  • priyaPosted 2 weeks agoGood it seems
  • SumithPosted 2 weeks agonice story .
  • Rohit SamadPosted 1 week agogood thought
  • dineshPosted 1 week 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 5 days agoIt's a great
  • SONU YADAV Posted 1 hour agoAwesome

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