Nike's marketing strategy is an important component of the company's success. In 1982, Nike aired its first national television ads, created by newly formed ad agency Wieden+Kennedy, during the New York Marathon. It was agency co-founder Dan Wieden who coined the now-famous slogan Just Do It for a 1988 Nike ad campaign.
The story behind the slogan’s origin is sketchy. Some say Weiden credits the inspiration for the slogan to Let’s do it, the last words spoken by Gary Gilmore before he was executed. Gilmore was a convicted murderer who, in the end, demanded that the state follow through with his execution; despite the protest of certain religious groups. When Gilmore was asked if he had any last words he replied, Let’s do it.
The Center for Applied Research (CAR) says that Nike's Just Do It slogans is probably one of the most inspirational brand statements of all time. According to a case study conducted by the CAR, the slogan was born in a Nike meeting with the Wieden & Kennedy advertising agency in 1988. At the meeting, Weiden reportedly complimented the Nike team for its can-do attitude, saying You Nike guys, you just do it.
No matter the origin, when people hear the phrase Just Do It, they first think of Nike; and second, they think of doing something athletic. Maybe hearing the phrase Just Do It makes people want to run and leap. Maybe people hear those words and want to play basketball like Nike’s Air Jordan’s muse, Michael Jordan or play golf like Nike Golf’s muse, Tiger Woods. That’s cool. Seeing athletic victory is the dream of many high school sports stars…AND…the reality of those who have been fortunate enough the have that dream play-out in their lives.
Today, I want you to experience victory in every area of your life. I want you to Just Do what you were born to do. You were born to live a desired life. Everyone aspires to succeed at something. Whether you want a successful career in sports or in business…whether you desire success in health or in wealth…all it takes is intention followed by action…Just Do It! The time is now! You have spent too much time sitting on the sidelines. You deserve what you desire and if you desire success, take the actions necessary to achieve it!