NIKE's "Just Do It" campaign is the most successful ad campaign in history. Using a simple slogan that resonates with everyone, Nike has increased its share of the North American sport-shoe business from 18% to 43% over ten years. This slogan has inspired a number of personal stories of change and shifted brand values. It's become synonymous with American work ethic.
The Just Do It campaign was first created in 1988, when Nike partnered with ad agency Wieden and Kennedy. During the process of creating a new slogan, the agency's founder Dan Wieden recalled a man he knew growing up in Portland, Oregon. As he was deciding on a slogan, he recalled the man's last words. The man had just been put in front of a firing squad and said, "Let's do it." The phrase "let's do it" inspired the Nike slogan.
The Just Do It campaign has spawned numerous t-shirts, which are sold by independent artists. These t-shirts are sold in short, mid and long sleeved varieties and in sizes ranging from XS to 5XL. They are also available in moisture-wicking active t-shirt colors.
The Just Do It campaign was originally based on the phrase, "Let's do it," uttered by Gary Gilmore, a man who killed two people in 1976. Gilmore was convicted of murder and sentenced to prison. He was sentenced to life in prison. In the years since his arrest, Gilmore stayed in prison and was involved in numerous criminal acts. He was also the subject of several Nike ads. One ad featured HIV positive runner Ric Munoz.
In the 1990s, Nike added a series of ad campaigns that showed sports figures changing history. The campaign included a skateboarder, Lace Baker, who was able to stop his car from hitting a bus, and NFL wide receiver Odell Beckham Jr., who was part of a campaign that highlighted the rights of women in sports.
The Nike "Just Do It" campaign has evolved to support specific and urgent actions. In recent years, the campaign has been used to support causes including Black Lives Matter and police brutality. Nike is also the official apparel manufacturer of the NFL. As part of the 30th anniversary of the Just Do It campaign, Nike will be sponsoring Kaepernick, a former NFL quarterback, and he will be featured on the company's 30th anniversary t-shirt. Nike also claims that the slogan, "Just Do It," is its trademark.
The company's lawsuit against the man who created the "Just Do It" ad has a very interesting history. The district court ruled that the company had failed to prove that the parody was confusing. However, the jury could disagree with the judge. In the end, the court ruled that the name of the enterprise, JUST DID IT Enterprises, was not confusing. The court also found that the parody was not valid. However, the court did not rule out the possibility that the plaintiff could be awarded damages for trademark infringement.
It’s true