Just Do It

"Just Do It": More Than Just a Slogan, It's a Philosophy - How Nike Nailed It

We've all heard it. We've all felt its pull. "Just Do It." Three simple words, yet they've become synonymous with Nike, with athletic achievement, with overcoming any obstacle life throws our way. But how did this incredibly powerful and enduring slogan come to be? And why does it still resonate so deeply, decades later?

The story behind "Just Do It" is a little…dark. Buckle up, because it involves a murderer.

The Year of the Phrase: 1988

The year was 1988. Nike was facing stiff competition from Reebok, who were dominating the aerobics market. They needed something…big. Something bold. Something that would cut through the noise and resonate with everyone, not just elite athletes.

Enter Dan Wieden, co-founder of the advertising agency Wieden+Kennedy, the creative powerhouse behind much of Nike's iconic branding. He was tasked with crafting a new campaign. And he was staring at a blank page.

The Dark Inspiration: Gary Gilmore's Last Words

Here's where it gets interesting. Wieden was struggling for inspiration when he remembered a story about Gary Gilmore, a convicted murderer facing a firing squad in 1977. Gilmore's defiant last words, uttered just before his execution, were: "Let's do it."

Wieden, a man of conscience, was grappling with the weight of Gilmore's history. But the raw, unyielding action of those words struck a chord. He tweaked them, softened the edge, and transformed them into something universally empowering: "Just Do It."

"I liked the 'do it' part," Wieden later said. "None of us really paid that much attention to the 'Let's do it.' But I kept seeing the 'do it' and I thought, 'Yeah, I don't like that's why he said it, but I'm going to take the 'do it' part.'"

Why It Worked (and Still Works):

"Just Do It" is pure copywriting genius for several reasons:

  • Universality: It's not about being the best. It's about taking action, no matter your skill level. It speaks to the couch potato and the Olympian alike.

  • Simplicity: Three words. Unforgettable. Easily translated into any language and understood by anyone.

  • Inspiration: It's a call to action, a kick in the pants, a reminder that anything is possible. It cuts through procrastination and fear.

  • Authenticity: Nike's advertising has always featured real athletes, pushing their limits. "Just Do It" aligns perfectly with this ethos of pushing boundaries and achieving greatness.

The Legacy: More Than a Slogan, It's a Mindset

"Just Do It" isn't just a slogan; it's a philosophy. It's woven into the fabric of Nike's brand, and it resonates deeply with its audience. It's a reminder that we all have the power to achieve our goals, no matter how daunting they may seem.

So, next time you see those three simple words, remember the story behind them. Remember the raw power of action, the potential that lies within each of us, and the brand that dared to distill it into a mantra for the ages.

Just... Do It.

Sources

  • Articles and Interviews with Dan Wieden: He has discussed the origin of "Just Do It" in numerous interviews over the years. Searching for these interviews will provide firsthand confirmation.

  • Nike's Official History and Press Releases: Nike often publishes information about its key milestones and campaigns on its website and in press materials.

  • Books on Advertising History: Many books on the history of advertising feature case studies of successful campaigns, and "Just Do It" is frequently mentioned.

  • Reputable News Sources: Articles from major news outlets and business publications often cover the success and impact of Nike's branding.

  • Documentaries or Programs About Advertising: These resources often feature the 'Just Do It' campaign within the context of iconic ad campaigns.

Barstow,California,USA-June 18th 2024: Nike store counter and Just do it slogan