Episode 2: Nike’s “Just Do It” Campaign – How Nike Redefined Motivation

Pippa Comms Club
Feb 24
4 min read

24.02.2025

Welcome to the Comms Club Podcast — the show where we unpack iconic campaigns, uncover brand secrets, and explore timeless lessons in marketing, public relations, and advertising.

[Host Introduction]

I’m your host Pippa Evans, and in this episode, we’re diving into one of the most impactful marketing campaigns of all time—Nike’s legendary Just Do It campaign. These three simple words transformed Nike from a struggling athletic shoe company into a global symbol of motivation and resilience. But how did it happen? And why does it still resonate decades later?

We’ll break down: The origins of Just Do It and its unexpected inspiration. How Nike expanded beyond elite athletes to connect with everyday people. The campaign’s cultural impact and how it changed the brand forever

So, let’s rewind to where it all began.

[Setting the Stage – Nike in the 1980s]

Back in the 1980s, Nike was well-known but far from the dominant force we know today. In fact, Reebok was outselling Nike in the booming aerobics market, and Nike was struggling to expand beyond professional athletes (Aaker, 1991). The brand needed to connect with a broader audience—people who didn’t necessarily see themselves as "athletes" but still sought inspiration and empowerment.

The Birth of Just Do It - Enter Dan Wieden, co-founder of Wieden+Kennedy, Nike’s ad agency. Wieden found inspiration from an unlikely source: the last words of a convicted criminal. In a documentary, the man reportedly said, "Let’s do it" before his execution (Schmidt & Ludvigsen, 2016). Wieden modified it into "Just Do It"—a phrase that was simple, direct, and universally powerful.

By the late 1980s, Nike controlled only 18% of the U.S. athletic shoe market, lagging behind Reebok at 26% (Katz, 1994). The brand needed a game-changer.

[The Campaign Launch – Making It Accessible]

Nike launched the Just Do It campaign in 1988, introducing a series of ads featuring not just elite athletes but everyday people: an 80-year-old marathon runner, children playing, and women lifting weights. The message? Nike was for everyone—regardless of age, ability, or background (Goldman & Papson, 1998).

One of the most famous early ads featured 80-year-old Walt Stack jogging across the Golden Gate Bridge. With a casual grin, he says: "People ask me how I keep my teeth from chattering in the wintertime… I leave them in my locker." This light-hearted but inspiring moment reinforced Nike’s message: you don’t need to be an Olympian to embody the Just Do It mindset (Stout, 1998).

If you’ve not seen it before, I’ve linked a YouTube version in the episode description, so feel free to pause here, check it out, and come back when you’re ready!

Within 10 years, Nike’s sales skyrocketed from $877 million (1988) to over $9.2 billion (1998) (Roberts, 2018).

[Cultural Impact – A Global Phenomenon]

Just Do It transcended advertising. It became part of pop culture, a mindset, and even common language. The slogan stood for more than just sports—it was about overcoming self-doubt, pushing boundaries, and taking action (Klein, 2000).

Nike didn’t just sell shoes; it sold a philosophy of motivation. This campaign made Nike synonymous with self-improvement, resilience, and ambition (Thompson, 2019).

By the mid-1990s, Nike held 50% of the global sports shoe market (Goldman & Papson, 1998). The Just Do It campaign was a massive driver of this dominance.

Even today, Nike continues to evolve the Just Do It message. From Colin Kaepernick’s powerful 2018 ad to campaigns celebrating female empowerment, the slogan remains timeless while adapting to new cultural moments (Braddock, 2021).

The 2018 Just Do It campaign featuring Kaepernick generated $6 billion in brand value (Forbes, 2019).

[Why Was It Iconic?]

So, what makes Just Do It one of the most iconic marketing campaigns of all time? Here are the key lessons:

Simplicity is Power: Three words, endless meaning. The slogan is short, universal, and instantly memorable.
Emotional Connection: Nike didn’t focus on selling shoes; it sold a mindset of perseverance.
Cultural Relevance: The campaign evolved with time, staying fresh and meaningful for new generations.
Brand Identity: Just Do It transformed Nike into more than a brand—it became a lifestyle.

Nike’s Just Do It didn’t just sell sneakers—it inspired a global movement that continues to shape marketing and culture today.

[Paired Poll]

With each episode, we launch a Paired Poll! This episode’s Paired Poll is:

Has “Just Do It” ever motivated you to take action?

Yes, it pushed me to try something new
No, it’s just a slogan to me
Maybe, but I never really thought about it before

Let us know what you think by making your selection!

[Outro]

Nike’s Just Do It campaign redefined what’s possible. It turned a slogan into a mindset, a brand into a movement, and a simple phrase into one of the most powerful calls to action in marketing history.

But what happens when a brand doesn’t just inspire but directly challenges its biggest competitor? Next time on Comms Club Podcast, we’re looking at Pepsi’s ‘The Pepsi Challenge’, the campaign that took on Coca-Cola and reshaped competitive marketing forever.

If you enjoyed today’s episode, please rate, review, and share with your fellow marketing, advertising and PR nerds.

I’d love to hear your thoughts, so feel free to reach out on social media or through our website where you can also find transcripts and references of all our episodes.

Marketing, PR, advertising—whatever your game, make it iconic. See you next time on the Comms Club Podcast!

References

Aaker, D.A. (1991) Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Braddock, K. (2021) ‘Nike’s Just Do It: The Evolution of an Iconic Slogan’, Journal of Marketing Studies, 45(2), pp. 78-92.
Forbes (2018) ‘Nike’s Colin Kaepernick Ad Campaign Brings $6 Billion in Brand Value’. Available at: [https://www.forbes.com/sites/afdhelaziz/2018/09/04/the-power-of-purpose-nike-and-colin-kaepernick/] .
Goldman, R. and Papson, S. (1998) Nike Culture: The Sign of the Swoosh. London: SAGE Publications.
Katz, D. (1994) ‘The Rise of Nike’, Business Insider, 14 July.
Klein, N. (2000) No Logo: Taking Aim at the Brand Bullies. London: Picador.
Roberts, J. (2018) ‘Nike’s Market Share Growth Since 1988’, Marketing Journal, 12(4), pp. 43-57.
Schmidt, K. and Ludvigsen, M. (2016) Brand Slogans: Their Origins and Impact. Cambridge: Cambridge University Press.
Stout, G. (1998) ‘The Best Nike Ads of All Time’, AdAge, 19 June.