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Posted 2 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.

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213 Comments

  • Swapnil PorwalPosted 2 years agogreat idea come from anywhere even from a criminal also and you make billion dollars
  • Nikhil ParmarPosted 2 years agoAmazing story, good to know the history behind the tag line.
  • Swapnil PorwalPosted 2 years agoNike company is the best company who make wonderful shoes and their tagline is superb Just Do it
  • Mukthadeer Ahmad QaziPosted 2 years agoAwesome
  • Swapnil PorwalPosted 2 years agoVery good story
  • rockyPosted 2 years agogood story of nike
  • Swapnil PorwalPosted 2 years agothis story inspired me to take action on my dreams
  • Alex Guia RebelloPosted 2 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 2 years agosimply the best one!!!!
  • Rajesh JainPosted 2 years agoGreat Concepts and story for ad s for every things
  • Sumit Chauhan Posted 2 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 2 years agoKip watch
  • Kaushik MedhiPosted 2 years agoCool story. A million dollar tagline story.
  • Rajesh JainPosted 2 years agoBrilliant Concepts with great idea
  • Megha modiPosted 2 years agohad a knowledge of the company
  • Ganesh Vasudevan NairPosted 2 years agofamous ad storys
  • Rishi ModiPosted 2 years agoNike is a very good brand
  • Rajesh JainPosted 2 years agosuperb idea
  • khushal viradiyaPosted 2 years agoyes, just do it
  • Devang RathodPosted 2 years agosuperb story...
  • Megha SonuPosted 2 years agothis story inspired me to take action on my dreams
  • Md Arsad AyubPosted 2 years 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 1 year agowow great story.nice to read about nike an knowing fully about the slogan
  • krishnaPosted 1 year agogreat
  • krishnaPosted 1 year agoNike---lets do it..........nice caption
  • BABU LAL BAIRWAPosted 1 year agonice
  • Manikandan SelvamPosted 1 year agoAwsome
  • lokesh kumarPosted 1 year agoNICE STORY
  • SAT WINDER KAURPosted 1 year agoGood idea
  • RahulPosted 1 year agoGood story, the story inspired me to take action in my life
  • krishnaPosted 1 year agoAmazing Story
  • ANUJ RANAPosted 1 year agoawesome.......
  • Arun KumarPosted 1 year 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 1 year agoinspiring storyy
  • HARISHPosted 1 year agomotionlessness story
  • ANUJ RANAPosted 1 year agonice story
  • Nooreen saba Posted 1 year agonike so famous
  • Sunil J VarghesePosted 1 year agoAlthough a criminals last word witha little bit edit.. it is inspiring
  • Udit Pratap KujurPosted 1 year agogood story
  • harshalPosted 1 year agoknowledge and idea can make one richer and richer.
  • harshalPosted 1 year agowow nike company is very very good company just go for it.
  • RahulPosted 1 year agoNice one
  • jpdeviPosted 1 year agoNike is good branded company .
  • munish kumarPosted 1 year agovery good
  • Rahul kalalPosted 1 year agoNice
  • Yogeshwar Giri GoswamiPosted 1 year agoGood story about the company nice tag line
  • vaibhav kumarPosted 1 year agoIt's very inspirational tag and I also trying to do their startup...God Bless us.
  • Sahil GuptaPosted 1 year agoInspiring story
  • salman haidetPosted 1 year agoI like it
  • AMIT KUMARPosted 1 year agoAmazing story
  • YOGESHKUMAR DEKATEPosted 1 year agohgjhj
  • atulPosted 1 year agoAmazing story
  • Soumen SinhaPosted 1 year agoYes
  • YOGESHKUMAR DEKATEPosted 1 year agoghnvj k,n
  • JustinPosted 1 year agosuperb story..
  • Vishwas sansanwalPosted 1 year agoOwsame story!
  • SumitPosted 1 year agonice info
  • Susmita Gour Posted 1 year agoAmazing story
  • Ganesh Vasudevan NairPosted 1 year agonice to know!!
  • Ganesh Vasudevan NairPosted 1 year agonice info
  • YOGESHKUMAR DEKATEPosted 1 year agonice
  • saqlainPosted 1 year agoNicely done
  • AmithPosted 1 year agoWonderfull story
  • rameshPosted 1 year agoNice
  • Musadiq SHARIFFPosted 1 year agoGood post awesome idea
  • AnuragPosted 1 year agoCoolllll
  • Ganesh Vasudevan NairPosted 1 year agowhat an idea sirji!!!!
  • Vipin S BhagatPosted 1 year agook good
  • M CHANGMIPosted 1 year agoThese are great lesson! I inspired by it.
  • AnuragPosted 1 year agoFav brand
  • Santoah Kumar NayakPosted 1 year agogreat idea come from anywhere even from a criminal also
  • Man Bahadur BahadurPosted 1 year agoI and your work
  • Jimmy JoyPosted 1 year 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 year agonice story
  • MohitPosted 1 year agoI just love Nike products
  • Mohommed ZiaurrehmanPosted 1 year agoAmazing story
  • s praveenPosted 1 year agogreat idea
  • saranyaPosted 1 year agoInnovative story.
  • radhaPosted 1 year agoInteresting
  • vipulPosted 1 year agoThis story inspired many people
  • Manzur IlahiPosted 1 year agosimply the best one of us
  • Ganesh Vasudevan NairPosted 1 year agogreat story
  • shubhamPosted 1 year agonike is one of kind.
  • Aditya RajPosted 1 year agoawesome
  • AMithPosted 1 year agoGood
  • RiyaPosted 1 year agoGreat catchy ad that will never ever be outdated ever. One iconic liner.
  • kashmir SinghPosted 1 year agoHad a knowledge of the company.
  • Magesh.nPosted 12 months agoSimply to say so much of truth behind just do it ! that really pumped me much to get over with nike !
  • Balasiewdor KharsyntiewPosted 12 months agoMy favorite brand
  • NitishPosted 12 months agoGood story behind this.
  • Anupama KAMRAPosted 12 months agoUseful and inspiring story
  • MamtaPosted 11 months agoNice
  • saurabh mendhemendhePosted 11 months agoAwesome
  • Debashis Ghosh Posted 11 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 11 months agoI like it most
  • munnerPosted 11 months agoThis story for inspire..
  • SHANTANU GHOSHPosted 11 months agoCLASSICS ARE FOREVER
  • Subramani S MPosted 11 months agoLike it
  • yuvrajsinhPosted 11 months agomost money idea
  • SHANTANU GHOSHPosted 11 months agoRARE CLASSICS: "JUST DO IT"
  • SHANTANU GHOSHPosted 10 months agoCLASSIC AD
  • GIRISH KISANPosted 10 months agoJust do it
  • MeghaPosted 10 months 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 10 months agogood...........
  • neerubansal80014@gmail.comPosted 10 months agoAmazing story
  • SHANTANU GHOSHPosted 10 months agoCLASSIC IDEA
  • AnimaPosted 10 months agoVery good
  • priyaPosted 10 months agoGood it seems
  • SumithPosted 9 months agonice story .
  • Rohit SamadPosted 9 months agogood thought
  • dineshPosted 9 months 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 9 months agoIt's a great
  • SONU YADAV Posted 9 months agoAwesome
  • sanilPosted 9 months agothere is a real story behind every logo. Nike has too.
  • MariyamakilPosted 9 months agoGood story with excellent tagline
  • PorniPosted 9 months agoGreat thins just do it..
  • sujeet kumar singhPosted 9 months agoNice
  • Jyoti agarwalPosted 9 months agoToo good and nice story everyone should read to get knowledge..
  • ARCHANA DHIWARPosted 9 months agoNICE
  • sujeet kumar singhPosted 9 months ago@@@superb
  • Sushant RasalPosted 8 months agoGreat inormation
  • Dasarath MinzPosted 8 months agoLike
  • Sharad GaikwadPosted 8 months agoThis story for incredible
  • Sharad GaikwadPosted 8 months agoStory was very good
  • GARIMAPosted 8 months agobrilliant work
  • chandan lalPosted 8 months agoGood Story, Thanks for Sharing
  • Devinder singhPosted 8 months agoadytude is a very cool and stylish website for everyone who wants to win something for free
  • lillykuttyPosted 8 months agoBest and fabulous story
  • MehreenPosted 8 months ago✌nice idea
  • krishnaveniPosted 7 months agoNIke have verity of designs and quality is 100% good. nice reivew.
  • K RNS PAVAN KUMAR VARMAPosted 7 months agoi dont know what to do by knowing this, will i have to plan a robbery?
  • pranaliPosted 7 months agogood story..
  • rameshPosted 7 months agoVery good story
  • PreethiPosted 7 months agoSuperb
  • RaghavanPosted 6 months agoSuperb !!!
  • AsifPosted 6 months agoOj
  • shivam yadavPosted 6 months agoI love Nike brand
  • Ghanashyam PustiPosted 6 months agoNike sport shoes gives different looks even in sports stages or any where else.
  • MarcPosted 6 months agoWhoa..certainly, these classic old ads hold a special place in the eyes of the beholder !
  • RaghavanPosted 6 months agoIdea always changes your lives
  • NandiniPosted 6 months agoUnique ideas!!!
  • rajendraPosted 6 months agohmm nice story
  • AnkushPosted 5 months agoMotivated tagline
  • ANTARA VERMAPosted 5 months agogreat ad!
  • Sharad GaikwadPosted 5 months agoNike was most powerful brand in india and very good story for this
  • SUPARNA GHOSHPosted 5 months agoPLZ TELL ME HOW CAN I UPDATE MY PROFILE PHOTO
  • NGASHEPAM BINOD KUMAR SINGHPosted 5 months agonice and meaningful
  • avaniPosted 5 months agogreat idea..very interesting good to hear
  • KhushiramPosted 5 months agoThis is joyful
  • Vikash pandeyPosted 5 months agothis viedo great idea even from a good history
  • Sahil ChauhanPosted 5 months agonice history about my favourite company
  • GOURAV SHARMA Posted 4 months agoso this is the story behind just do it
  • Saurabh kumarPosted 4 months agoOsam
  • nurful islamPosted 4 months agofgata fati
  • AsifPosted 4 months agoGreat thinking and impressive
  • CasperPosted 4 months agoIt not just slogan...it's an inspiration... "Just do it"....
  • yasaPosted 4 months agogood story awesome company.
  • rohitkhalkho@yahoo.comPosted 4 months agoamazing story it is inspring story it si better to know about history
  • Vikash pandeyPosted 4 months agoThis ad show great idea to show about how to done with positive or negative thinking
  • Ghanashyam PustiPosted 4 months agoA last word just do it has proven miracle.Two brands have captured the whole market.
  • virender singh negiPosted 4 months agonike is a branded shoe company.
  • Bhuwan Chandra Tewari Posted 4 months agogreat idea come from anywhere even from a criminal also and you make billion dollars
  • maheshnn66Posted 4 months agoawesome story
  • BareaPosted 4 months agoOwsm story....this creats customer interested in ur brand...love it...do it
  • Sanjeev kumarPosted 4 months agoThings will be automatically great ehen ideA will br great
  • Kuldeep SinghPosted 3 months agoTo good
  • Krishnaveni KPosted 3 months agogood story
  • Menoka DekaPosted 3 months agogreat
  • mehartajPosted 3 months agonice
  • prudhviPosted 3 months agogood product from this company brand
  • Vikash pandeyPosted 3 months 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 3 months agoNoble idea even a criminal.Thanks lot
  • Sadiya Alli AshraffPosted 3 months agoJust got to learn something new about our favourite brand.!!
  • SatyavratPosted 2 months agoJust Do It
  • Kulamani SorenPosted 1 month agogreat story behind the slogan.......
  • satyamPosted 1 month agoNike is nice
  • Sandeep kumarPosted 1 month agoGreat idea.
  • Priyanka GhatalPosted 1 month agoWow creative idea this story all of inspired to make action
  • Ruttala Naganna doraPosted 1 month agoPretty cool
  • Virendra chauhan Posted 1 month 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 3 weeks agoNice Article.... Really it inspiring lot of people.... Thanks for the best article....
  • AMAN GUPTAPosted 2 weeks agoWhat n idea
  • Sashimi Posted 2 weeks agoThe story is interesting
  • Melvin TomPosted 2 weeks agoFabulous, Mind blowing, Wonderful idea
  • Melvin TomPosted 2 weeks agoMind blowing, Boblastic and supercool ad
  • ArjunPosted 1 week 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 1 week agoWell... That's sick..
  • kulwinder singhPosted 5 days agoGOOD KNOW TO HISTORY

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