''Just Do It '' or JDI for short is a
trademark
A trademark (also written trade mark or trade-mark) is a type of intellectual property consisting of a recognizable sign, design, or expression that identifies products or services from a particular source and distinguishes them from ot ...
of shoe company
Nike
Nike often refers to:
* Nike (mythology), a Greek goddess who personifies victory
* Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment
Nike may also refer to:
People
* Nike (name), a surname and feminine give ...
, and it is one of the core components of Nike's brand. The slogan was coined in 1988 at an advertising agency meeting. The founder of the
Wieden+Kennedy
Wieden+Kennedy (W+K; earlier styled ''Wieden & Kennedy'') is an American independent global advertising agency best known for its work for Nike. Founded by Dan Wieden and David Kennedy, and headquartered in Portland, Oregon, it is one of the ...
agency,
Dan Wieden
Dan Gordon Wieden (; March 6, 1945 – September 30, 2022) was an American advertising executive who co-founded ad firm Wieden+Kennedy. A native of Oregon, he coined the Nike tagline " Just Do It."
Early life
Wieden was born in Portland, Oreg ...
, credits the inspiration for his "Just Do It" Nike slogan to
Gary Gilmore
Gary Mark Gilmore (born Faye Robert Coffman; December 4, 1940 – January 17, 1977) was an American criminal who gained international attention for demanding the implementation of his death sentence for two murders he had admitted to committing ...
’s last words: "Let's do it."
The "Just Do It" campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998.
In many Nike-related situations, "Just Do It" appears alongside the Nike logo, known as the
Swoosh.
Campaign
The "Just Do It" campaign launched in 1988 was highly successful, with the company defining the meaning of "Just Do It" as being both "universal and intensely personal." While
Reebok
Reebok International Limited () is an American fitness footwear and clothing manufacturer that is a part of Authentic Brands Group. It was established in England in 1958 as a companion company to J.W. Foster and Sons, a sporting goods company ...
was directing their campaign at aerobics during the fitness craze of the 1980s, Nike responded with "a tough, take no prisoners ad campaign." One of the campaign's objectives was to target all Americans—regardless of age, gender or physical fitness level—and Nike's fundamental objective was to represent sneakers as a fashion statement to consumers, which led to Nike apparel becoming worn as more than just fitness gear. The "Just Do It" campaign went out to a range of media outlets including merchandise, outdoor billboards, print media, and graffiti art.
Throughout the campaign, Nike enlisted a range of people from varying ethnicities and races, as well as numerous notable athletes, in order to attract customers and promote the image of Nike as being reliable to not only everyday customers but professional athletes. Athletes such as football stars
Bo Jackson
Vincent Edward "Bo" Jackson (born November 30, 1962) is an American former professional baseball and American football player. He is the only professional athlete in history to be named an All-Star in both baseball and football. Jackson's el ...
,
Ronaldinho
Ronaldo de Assis Moreira (born 21 March 1980), commonly known as Ronaldinho Gaúcho () or simply Ronaldinho, is a Brazilian retired professional footballer who played mostly as an attacking midfielder, but was also deployed as a winger. Wide ...
, and
Wayne Rooney
Wayne Mark Rooney (born 24 October 1985) is an English professional football manager and former player, who is the manager of Major League Soccer club D.C. United in the United States. He spent much of his playing career as a forward while ...
; basketball stars
Michael Jordan
Michael Jeffrey Jordan (born February 17, 1963), also known by his initials MJ, is an American businessman and former professional basketball player. His biography on the official NBA website states: "By acclamation, Michael Jordan is the g ...
and
Kobe Bryant
Kobe Bean Bryant ( ; August 23, 1978 – January 26, 2020) was an American professional basketball player. A shooting guard, he spent his entire 20-year career with the Los Angeles Lakers in the National Basketball Association (NBA). Widely r ...
; and tennis stars
Roger Federer
Roger Federer (; born 8 August 1981) is a Swiss former professional tennis player. He was ranked world No. 1 by the Association of Tennis Professionals (ATP) for 310 weeks, including a record 237 consecutive weeks, and finished as the year-e ...
and
Rafael Nadal
Rafael Nadal Parera (, ; born 3 June 1986) is a Spanish professional tennis player. He is currently ranked world No. 2 in singles by the Association of Tennis Professionals (ATP). He has been ranked List of ATP number 1 ranked singles tennis ...
were used in their advertisements.
The campaign embodied Nike's image as an innovative American icon associated with success through the combination of professional athletes and motivational slogans emphasizing sportsmanship and health. This led to customers associating their purchases with the prospect of achieving greatness.
2015 Shia LaBeouf internet meme
In May 2015, the performance art group
LaBeouf, Rönkkö & Turner
LaBeouf, Rönkkö & Turner is an artist trio consisting of American actor and artist Shia LaBeouf, Finnish artist Nastja Säde Rönkkö, and British artist Luke Turner. Their performance art explores connection, emotion, and collaboration across d ...
released ''#INTRODUCTIONS'', a half-hour video made in collaboration with
Central Saint Martins
Central Saint Martins is a public tertiary art school in London, England. It is a constituent college of the University of the Arts London. It offers full-time courses at foundation, undergraduate and postgraduate levels, and a variety of shor ...
Fine Art students, comprising a series of short monologues performed by actor
Shia LaBeouf
Shia Saide LaBeouf (; born June 11, 1986) is an American actor, performance artist, and filmmaker. He played Louis Stevens in the Disney Channel series ''Even Stevens'', a role for which he received Young Artist Award nominations in 2001 and ...
in front of a
green screen
Chroma key compositing, or chroma keying, is a visual-effects and post-production technique for compositing (layering) two images or video streams together based on colour hues ( chroma range). The technique has been used in many fields to r ...
. Each student had been instructed to provide the artists with a script to introduce their work, and the resulting footage was released under a
Creative Commons
Creative Commons (CC) is an American non-profit organization and international network devoted to educational access and expanding the range of creative works available for others to build upon legally and to share. The organization has release ...
license, enabling the public to freely adapt and remix it.
One segment, written by Joshua Parker, in the form of an exaggerated motivational speech
dubbed "Just Do It" after the eponymous Nike slogan, became an
Internet meme
An Internet meme, commonly known simply as a meme ( ), is an idea, behavior, style, or image that is spread via the Internet, often through social media platforms. What is considered a meme may vary across different communities on the Internet ...
after going
viral within days of being released, spawning numerous remixes and parodies, and becoming the most searched-for
GIF
The Graphics Interchange Format (GIF; or , see pronunciation) is a bitmap image format that was developed by a team at the online services provider CompuServe led by American computer scientist Steve Wilhite and released on 15 June 1987. ...
of 2015, according to
Google
Google LLC () is an American multinational technology company focusing on search engine technology, online advertising, cloud computing, computer software, quantum computing, e-commerce, artificial intelligence, and consumer electronics. ...
.
30th anniversary and Colin Kaepernick controversy
The "Just Do It" campaign celebrated its 30th anniversary on September 5, 2018, with the release of their video titled
Dream Crazy. This short video followed the trend of Nike partnering up with famous or trending athletes and featured numerous household named sports figures such as
LeBron James
LeBron Raymone James Sr. (; born December 30, 1984) is an American professional basketball player for the Los Angeles Lakers of the National Basketball Association (NBA). Nicknamed "King James", he is widely considered one of the greatest pl ...
,
Serena Williams
Serena Jameka Williams (born September 26, 1981) is an American inactive professional tennis player. Considered among the greatest tennis players of all time, she was ranked world No. 1 in singles by the Women's Tennis Association (WTA) for ...
, and
Colin Kaepernick
Colin Rand Kaepernick ( ; born November 3, 1987) is an American civil rights activist and football quarterback who is a free agent. He played six seasons for the San Francisco 49ers in the National Football League (NFL). In 2016, he knelt dur ...
.
The involvement of Kaepernick with the advertisement, especially after the context of the
controversial act of kneeling during the National Anthem in 2016, gave rise to a social movement against Nike. Many individuals took to Twitter and other social media sites to revolt, adopting hashtags such as, #JustDont or #BoycottNike. Many former fans of Nike protested by explicitly demanding that others boycott or even go as far to burn Nike shoes or destroy various other merchandise. Nevertheless, many analysts suggested that the campaign was successful, as the
target group
A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said intended audience. In marketing and advertising, it is a particular group of consumer within the predetermined ...
of the advertisement endorsed it.
References
{{Nike
Nike Inc. advertising
American advertising slogans
Advertising campaigns
1988 neologisms
1988 establishments in the United States