Nike's Just Do It Slogan
It’s Considered One of Most Effective Brand Statements of All Time
Nike spokesmen say that "Just do it" is probably "one of the most inspirational brand statements of all time." The sports apparel and equipment company can back that up with 20 years of commitment to the slogan and millions of dollars in sales associated with it.
One might say that Nike made "Just do it" so powerful with the sheer volume of resources and exposure it dedicated to the slogan. Could they have succeeded as much by giving some other slogan similar exposure?
Perhaps not, because the slogan is a very good fit for Nike. Observers say nothing reflects the company spirit more than the words "just do it." In fact, corporate legend says it was the Nike can-do attitude that led to the slogan.
Slogan Reflects Can-Do Attitude
According to a case study conducted by the Center for Applied Research, the slogan was born in a Nike meeting with the Wieden & Kennedy advertising agency in 1988. At the meeting, Dan Weiden reportedly complimented the Nike team for its can-do attitude, saying "You Nike guys, you just do it."
The slogan has become so closely associated with Nike that as soon as most folks hear or see those three words, they are reminded of Nike, even if the. company name is not mentioned. Today, the words "Just do it" and the Nike "swoosh" checkmark are all that are needed to identify something as a Nike product.
Wendy's Where's the Beef?
Nike’s famous slogan is unlike most brand lines. Like Wendy’s famous "Where’s the beef?" commercial, "Just do it" does not mention the company name or product. Many brand makers might consider that a weakness. It does have perhaps the strongest call for action that any commercial slogan has ever had, but that call for action goes far beyond Nike products. Instead it usually motivates the viewer to take an action, such as running, which might be associated with a Nike product.
Whatever the psychology, marketers say the slogan has been responsible for much of Nike’s success over two decades. The Center for Applied Research (CFAR) gives the slogan much of the credit for Nike’s resurgence against Reebok in the 1980s. It said the "Just Do It" campaign "convinced Americans that wearing Nikes for every part of your life was smart (the shoes are designed for comfort) and hip (everyone else is wearing them, you too can belong to this group.)"
The use of "just do it" has grown beyond Nike’s control. It has been borrowed by other organizations to promote charity and other good work. But is has also been associated on occasion with illegal and immoral activities and behavior, including suicide. Inevitably, a sex instruction book (written by Douglas Brown) was published in 2008 titled "Just Do It."
In 2008, Nike planned to observe the 20th anniversary of the slogan by producing commercials featuring 31 international athletes in "Just Do It" moments of their careers. It scheduled the ad campaign in connection with the Beijing Olympics.
References:
- AdAge.com July 17, 2008
- Center for Applied Research
- Henrik Edberg, in Health, Wealth & Money, October 2, 2007
