Just Do It
Behind the Slogan
The slogan ‘Just Do It’ is behind one of Nike’s, and marketing’s most successful campaigns. It was created externally through a creative advertising agency called Wieden+Kennedy, and first ever displayed on the big tv in 1988. From then on, the slogan has transpired into an iconic part of history for Nike, as well as condemning its popular familiarity to the whole world.
Intentions
Upon the release of Nike’s new campaign they were clear in defining the meaning behind the quote, ‘Just do it.’ For Nike, the motto was both “universal and intensely personal.” This came deliberate in their marketing strategy as Nike sorted to deliver the message to all people, regardless of age, or fitness levels especially.
Success and Commercialisation
Nike’s centre for the campaign was America, as the region hosted a significant audience and fanbase for Nike. As a result, the slogan has been apparent through its commercialisation Though it also seems to mark quite heavily in overall saturation, as not only was it seen in the adverts but billboards, artwork and merchandise… T-shirts were one of the largest opportunities to cash in from its success.
In addition from its iconic slogan, Nike also capitalised their marketing efforts by contracting worldly athletes like Michael Jordan and Wayne Rooney. This of which ultimately, drove Nike’s fanbases even wilder as fans of popular sports people were ready to purchase a item, endorsed by one of their admired athletes.
To the present day today, many of Nike’s t-shirts, sweaters and trousers still have the slogan printed upon their clothing, as the references frequently come back to one of the best marketing strategies.
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