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

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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239 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 2 years agowonderful ad
  • deepak rawatPosted 2 years agosas
  • harshavardhanreddyPosted 2 years agoWONDERFUL IDEA
  • ShellyPosted 2 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 2 years agoI NEVER KNEW THIS , NOW I KNOW GREAT WORK
  • Nisha KolayPosted 2 years agoGreat, good to know the story behind the Tagline.. soooo inspiring.. :) :)
  • harshavardhanreddyPosted 2 years agoit enhances the peoples knowledge about a product and the reason behind tag line
  • jyothiPosted 2 years agoNOTHING IS IMPOSSIBLE, EVEN THE GREAT PEOPLE BORN FROM THEIR MOTHERS WOMB
  • rajakumar dasariPosted 2 years agoGreat
  • K MamathaPosted 2 years agoGood Story .I liked it very much
  • DevisinhPosted 2 years agoamazing story, thanks for sharing it here.
  • Ruhi GuptaPosted 2 years agoGreat idea
  • Ekta GoenkaPosted 2 years agoNike is very good co . Branded shoes are very comfortable to wearand its slogan is also very best
  • Dr. Anil GuptaPosted 2 years agoI did not know that.
  • NitinPosted 2 years agoGreat Idea and amazing story
  • Shivam aroraPosted 2 years agoWOW! AMAZING STORY. 👍👍👍👍☺
  • ROHIT KUMAR Posted 2 years agoNice nike
  • Rahul kalalPosted 2 years agoNice
  • vaibhav kumarPosted 2 years agoIdeas make change the world
  • Minal BPosted 2 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 2 years agogood
  • AmithPosted 2 years agogood to know the history behind the tag line.
  • sanchit balanaPosted 2 years agoAwsome story
  • KAUSHIK GARAIPosted 2 years agoAmazing story
  • Anil Kumar SadaranganiPosted 2 years agoAmazing story, good to know the history behind the tag line.
  • shikharPosted 2 years agowow great story.nice to read about nike an knowing fully about the slogan
  • krishnaPosted 2 years agogreat
  • krishnaPosted 2 years agoNike---lets do it..........nice caption
  • BABU LAL BAIRWAPosted 2 years agonice
  • Manikandan SelvamPosted 2 years agoAwsome
  • lokesh kumarPosted 2 years agoNICE STORY
  • SAT WINDER KAURPosted 2 years agoGood idea
  • RahulPosted 2 years agoGood story, the story inspired me to take action in my life
  • krishnaPosted 2 years agoAmazing Story
  • ANUJ RANAPosted 2 years agoawesome.......
  • Arun KumarPosted 2 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 2 years agoinspiring storyy
  • HARISHPosted 2 years agomotionlessness story
  • ANUJ RANAPosted 2 years agonice story
  • Nooreen saba Posted 2 years agonike so famous
  • Sunil J VarghesePosted 2 years agoAlthough a criminals last word witha little bit edit.. it is inspiring
  • Udit Pratap KujurPosted 2 years agogood story
  • harshalPosted 2 years agoknowledge and idea can make one richer and richer.
  • harshalPosted 2 years agowow nike company is very very good company just go for it.
  • RahulPosted 2 years agoNice one
  • jpdeviPosted 2 years agoNike is good branded company .
  • munish kumarPosted 2 years agovery good
  • Rahul kalalPosted 2 years agoNice
  • Yogeshwar Giri GoswamiPosted 2 years agoGood story about the company nice tag line
  • vaibhav kumarPosted 2 years agoIt's very inspirational tag and I also trying to do their startup...God Bless us.
  • Sahil GuptaPosted 2 years agoInspiring story
  • salman haidetPosted 2 years agoI like it
  • AMIT KUMARPosted 2 years agoAmazing story
  • YOGESHKUMAR DEKATEPosted 2 years agohgjhj
  • atulPosted 2 years agoAmazing story
  • Soumen SinhaPosted 2 years agoYes
  • YOGESHKUMAR DEKATEPosted 2 years agoghnvj k,n
  • JustinPosted 2 years agosuperb story..
  • Vishwas sansanwalPosted 2 years agoOwsame story!
  • SumitPosted 2 years agonice info
  • Susmita Gour Posted 2 years agoAmazing story
  • Ganesh Vasudevan NairPosted 2 years agonice to know!!
  • Ganesh Vasudevan NairPosted 2 years agonice info
  • YOGESHKUMAR DEKATEPosted 2 years agonice
  • saqlainPosted 2 years agoNicely done
  • AmithPosted 2 years agoWonderfull story
  • rameshPosted 2 years agoNice
  • Musadiq SHARIFFPosted 2 years agoGood post awesome idea
  • AnuragPosted 2 years agoCoolllll
  • Ganesh Vasudevan NairPosted 2 years agowhat an idea sirji!!!!
  • Vipin S BhagatPosted 2 years agook good
  • M CHANGMIPosted 2 years agoThese are great lesson! I inspired by it.
  • AnuragPosted 2 years agoFav brand
  • Santoah Kumar NayakPosted 2 years agogreat idea come from anywhere even from a criminal also
  • Man Bahadur BahadurPosted 2 years agoI and your work
  • Jimmy JoyPosted 2 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 2 years agonice story
  • MohitPosted 2 years 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 1 year agoSimply to say so much of truth behind just do it ! that really pumped me much to get over with nike !
  • Balasiewdor KharsyntiewPosted 1 year agoMy favorite brand
  • NitishPosted 1 year agoGood story behind this.
  • Anupama KAMRAPosted 1 year agoUseful and inspiring story
  • MamtaPosted 1 year agoNice
  • saurabh mendhemendhePosted 1 year agoAwesome
  • Debashis Ghosh Posted 1 year 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 1 year agoI like it most
  • munnerPosted 1 year agoThis story for inspire..
  • SHANTANU GHOSHPosted 1 year agoCLASSICS ARE FOREVER
  • Subramani S MPosted 1 year agoLike it
  • yuvrajsinhPosted 1 year agomost money idea
  • SHANTANU GHOSHPosted 1 year agoRARE CLASSICS: "JUST DO IT"
  • SHANTANU GHOSHPosted 1 year agoCLASSIC AD
  • GIRISH KISANPosted 1 year agoJust do it
  • MeghaPosted 1 year 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 year agogood...........
  • neerubansal80014@gmail.comPosted 1 year agoAmazing story
  • SHANTANU GHOSHPosted 1 year agoCLASSIC IDEA
  • AnimaPosted 1 year agoVery good
  • priyaPosted 1 year agoGood it seems
  • SumithPosted 1 year agonice story .
  • Rohit SamadPosted 1 year agogood thought
  • dineshPosted 1 year 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 1 year agoIt's a great
  • SONU YADAV Posted 1 year agoAwesome
  • sanilPosted 1 year agothere is a real story behind every logo. Nike has too.
  • MariyamakilPosted 1 year agoGood story with excellent tagline
  • PorniPosted 1 year agoGreat thins just do it..
  • sujeet kumar singhPosted 1 year agoNice
  • Jyoti agarwalPosted 1 year agoToo good and nice story everyone should read to get knowledge..
  • ARCHANA DHIWARPosted 1 year agoNICE
  • sujeet kumar singhPosted 1 year ago@@@superb
  • Sushant RasalPosted 1 year agoGreat inormation
  • Dasarath MinzPosted 1 year agoLike
  • Sharad GaikwadPosted 1 year agoThis story for incredible
  • Sharad GaikwadPosted 1 year agoStory was very good
  • GARIMAPosted 1 year agobrilliant work
  • chandan lalPosted 1 year agoGood Story, Thanks for Sharing
  • Devinder singhPosted 1 year agoadytude is a very cool and stylish website for everyone who wants to win something for free
  • lillykuttyPosted 1 year agoBest and fabulous story
  • MehreenPosted 1 year ago✌nice idea
  • krishnaveniPosted 1 year agoNIke have verity of designs and quality is 100% good. nice reivew.
  • K RNS PAVAN KUMAR VARMAPosted 1 year agoi dont know what to do by knowing this, will i have to plan a robbery?
  • pranaliPosted 1 year agogood story..
  • rameshPosted 1 year agoVery good story
  • PreethiPosted 1 year agoSuperb
  • RaghavanPosted 1 year agoSuperb !!!
  • AsifPosted 1 year agoOj
  • shivam yadavPosted 1 year agoI love Nike brand
  • Ghanashyam PustiPosted 1 year agoNike sport shoes gives different looks even in sports stages or any where else.
  • MarcPosted 1 year agoWhoa..certainly, these classic old ads hold a special place in the eyes of the beholder !
  • RaghavanPosted 1 year agoIdea always changes your lives
  • NandiniPosted 1 year agoUnique ideas!!!
  • rajendraPosted 1 year agohmm nice story
  • AnkushPosted 1 year agoMotivated tagline
  • ANTARA VERMAPosted 1 year agogreat ad!
  • Sharad GaikwadPosted 1 year agoNike was most powerful brand in india and very good story for this
  • SUPARNA GHOSHPosted 1 year agoPLZ TELL ME HOW CAN I UPDATE MY PROFILE PHOTO
  • NGASHEPAM BINOD KUMAR SINGHPosted 1 year agonice and meaningful
  • avaniPosted 1 year agogreat idea..very interesting good to hear
  • KhushiramPosted 1 year agoThis is joyful
  • Vikash pandeyPosted 1 year agothis viedo great idea even from a good history
  • Sahil ChauhanPosted 1 year agonice history about my favourite company
  • GOURAV SHARMA Posted 1 year agoso this is the story behind just do it
  • Saurabh kumarPosted 1 year agoOsam
  • nurful islamPosted 1 year agofgata fati
  • AsifPosted 1 year agoGreat thinking and impressive
  • CasperPosted 1 year agoIt not just slogan...it's an inspiration... "Just do it"....
  • yasaPosted 1 year agogood story awesome company.
  • rohitkhalkho@yahoo.comPosted 1 year agoamazing story it is inspring story it si better to know about history
  • Vikash pandeyPosted 1 year agoThis ad show great idea to show about how to done with positive or negative thinking
  • Ghanashyam PustiPosted 1 year agoA last word just do it has proven miracle.Two brands have captured the whole market.
  • virender singh negiPosted 1 year agonike is a branded shoe company.
  • Bhuwan Chandra Tewari Posted 1 year agogreat idea come from anywhere even from a criminal also and you make billion dollars
  • maheshnn66Posted 12 months agoawesome story
  • BareaPosted 11 months agoOwsm story....this creats customer interested in ur brand...love it...do it
  • Sanjeev kumarPosted 11 months agoThings will be automatically great ehen ideA will br great
  • Kuldeep SinghPosted 11 months agoTo good
  • Krishnaveni KPosted 11 months agogood story
  • Menoka DekaPosted 11 months agogreat
  • mehartajPosted 11 months agonice
  • prudhviPosted 11 months agogood product from this company brand
  • Vikash pandeyPosted 11 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 11 months agoNoble idea even a criminal.Thanks lot
  • Sadiya Alli AshraffPosted 11 months agoJust got to learn something new about our favourite brand.!!
  • SatyavratPosted 10 months agoJust Do It
  • Kulamani SorenPosted 9 months agogreat story behind the slogan.......
  • satyamPosted 9 months agoNike is nice
  • Sandeep kumarPosted 9 months agoGreat idea.
  • Priyanka GhatalPosted 9 months agoWow creative idea this story all of inspired to make action
  • Ruttala Naganna doraPosted 9 months agoPretty cool
  • Virendra chauhan Posted 9 months 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 8 months agoNice Article.... Really it inspiring lot of people.... Thanks for the best article....
  • AMAN GUPTAPosted 8 months agoWhat n idea
  • Sashimi Posted 8 months agoThe story is interesting
  • Melvin TomPosted 8 months agoFabulous, Mind blowing, Wonderful idea
  • Melvin TomPosted 8 months agoMind blowing, Boblastic and supercool ad
  • ArjunPosted 8 months 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 8 months agoWell... That's sick..
  • kulwinder singhPosted 8 months agoGOOD KNOW TO HISTORY
  • balraj singhPosted 7 months agogreat
  • nasir khanPosted 7 months agoVery good
  • sharadPosted 7 months agoMen will b men
  • Pradhumansinh BasiaPosted 6 months agoTruly inspiring story.. I didn't knew about this before.
  • Vanitha SPosted 6 months agosuperb idea and different effective marketing and advertising .
  • Bhaveshkumar Arjunkumar RawalPosted 6 months agoGreatest Story...
  • Subrat MohapatraPosted 6 months agoBest shoes industry from ancient time
  • KeerthiPosted 6 months agosuperb wonderfull story......
  • nazakat ali bhat Posted 6 months agogreate id
  • ABHISHEK Posted 6 months agoInteresting story
  • riaPosted 6 months agovery intresting
  • Salauddin MondalPosted 5 months agoGood Brand...
  • Rahul hamadPosted 5 months agoBe a gud observer..
  • AnitPosted 5 months agoNice story
  • Sameer KarekarPosted 5 months agogood
  • devinderPosted 5 months agowhat a brain to pick up these last words and make it advt line
  • Hari Kumar BoraPosted 5 months agoNice
  • RanjanaPosted 5 months agoInteresting
  • DeepakPosted 5 months agogood story....
  • vivek sapikePosted 4 months agoChhhggkj. Dhvxg djidg vjksfbvsr vdhv yux gch. Hxgg. Yjcc. HV. Hug
  • Kanika ShriyanPosted 4 months agoInteresting Read.
  • SujataPosted 4 months agoAmazing
  • SafuraPosted 3 months agoNice story
  • Jaswinder singhPosted 3 months agohttp://f2n.in/KHQWHPYHNPP
  • SujataPosted 3 months agoGood
  • Tapati PurkayasthaPosted 1 week agovery good story to enjoy

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