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211:, 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
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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
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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
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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.
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Dan Wieden, cofounder of the advertising firm Wieden and
Kennedy, revealed the phrase was inspired by the final words of a death row inmate who was facing execution and said, "You know, let's do it." "I remember when I read that I was like, that's amazing. I mean how, in the face of that much
72:’s last words: "Let's do it." From 1988 to 1998, Nike increased its share of the North American domestic sport-shoe business from 18% to 43% (from $ 877 million to $ 9.2 billion in worldwide sales). In many Nike-related situations, "Just Do It" appears alongside the Nike logo, known as the
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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
98:
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.
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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
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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
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uncertainty, do you push through that? So I didn't like the 'let's' thing, and so I just changed that, cause otherwise I'd have to give him credit," Wieden joked.
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The involvement of
Kaepernick with the advertisement, especially after the context of the
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Who's Afraid of
Niketown?: Nike Urbanism, Branding and the City of Tomorrow
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controversial act of kneeling during the
National Anthem in 2016
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403:"Shia LaBeouf's extremely loud motivational speech, explained"
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256:"Mini-case Study: Nike's "Just Do It" Advertising Campaign"
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521:"Nike's Colin Kaepernick gamble is already paying off"
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234:"The Birth of 'Just Do It' and Other Magic Words"
187:30th anniversary and Colin Kaepernick controversy
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150:, a half-hour video made in collaboration with
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434:"Here Are the 10 Gifs that Defined 2015"
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142:In May 2015, the performance art group
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519:Goldman, David (September 14, 2018).
496:Ferreras, Jesse (September 4, 2018).
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232:Peters, Jeremy W. (August 19, 2009).
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322:from the original on August 30, 2013
465:Blistein, Jon (September 4, 2018).
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130:were used in their advertisements.
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1107:Elite Youth Basketball League
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972:Godzilla vs. Charles Barkley
401:Edwards, P. (June 3, 2015).
342:"Strategic Analysis of Nike"
144:LaBeouf, Rönkkö & Turner
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258:. UDOC. Archived from
179:of 2015, according to
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152:Central Saint Martins
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1070:Black, White and Run
262:on November 11, 2013
21:For other uses, see
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1008:Women's advertising
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114:; basketball stars
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448:. Retrieved
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415:. Retrieved
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384:. Retrieved
368:Pogue, David
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264:. Retrieved
260:the original
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213:target group
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194:LeBron James
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171:after going
160:green screen
156:Shia LaBeouf
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112:Wayne Rooney
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1063:Running Man
1049:Are You In?
940:Mark Parker
930:Phil Knight
699:Nike Vision
684:Nike By You
502:Global News
120:Kobe Bryant
41:Just Do It
33:JUST DO IT.
1240:Categories
1175:Sweatshops
978:Just Do It
813:Terminator
689:Nike Grind
586:Nike, Inc.
344:. Condor.
219:References
108:Ronaldinho
104:Bo Jackson
62:Dan Wieden
1092:Breaking2
843:Footballs
763:Air Yeezy
748:Air Force
628:Cole Haan
525:CNN Money
146:released
66:death row
50:trademark
35:lettering
1215:Category
1180:Timeline
1164:Shoe Dog
966:Bo Knows
915:Tim Cook
883:FuelBand
878:NikeFuel
834:Total 90
758:Air Ship
741:Sneakers
734:Products
607:Converse
540:See also
529:Archived
506:Archived
475:Archived
444:Archived
411:Archived
380:Archived
352:June 24,
346:Archived
326:June 25,
320:Archived
300:June 16,
242:Archived
89:Campaign
60:agency,
1225:Commons
1087:Academy
1042:All Day
855:Cachaña
788:Flywire
753:Air Max
725:The Ten
694:Nike SB
638:Starter
600:Current
68:inmate
983:Pretty
898:People
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773:Cortez
768:Blazer
709:Swoosh
672:Jordan
665:Brands
633:Hurley
616:Former
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181:Google
110:, and
95:Reebok
80:Origin
74:Swoosh
1122:Joga3
1056:Drive
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873:Nike+
850:Ordem
704:SPARQ
643:Umbro
623:Bauer
376:Yahoo
173:viral
803:Shox
793:Free
783:Dunk
548:and
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452:2016
419:2016
388:2016
354:2013
328:2013
302:2018
289:ISBN
268:2013
126:and
118:and
54:Nike
1196:Air
1003:Tag
798:Mag
407:Vox
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177:GIF
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44:or
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