The Nike “Just do it” line is 25 years old. To celebrate one of the most powerful tagline in the world, Nike has launched a new campaign featuring an all-star cast of athletes and guest stars with digital and social media activations aiming to help viewers #justdoit through a series of Nike+ challenges.
The film is all about challenging yourself, go beyond your abilities, be bold, be daring, challenge the status quo……All of those are deeply rooted Nike values.
Nike utilizes its wide range of sports stars: Basketball star and reigning NBA MVP, LeBron James; world No. 1 tennis icon Serena Williams, FC Barcelona and Spain’s Gerard Pique; boxer Andre Ward. Actor Bradley Cooper narrates the film, which was directed by Nicolai Fuglsig, and features a guest appearance by actor Chris Pine.
On a football perspective Nike features Gerard Pique, not Neymar or Cristiano Ronaldo? I was also surprised not to see one of Nike’s all time superstar Michael Jordan. There must be a solid reason for this.
Nike’s tagline “Just do it” was introduced in 1988 at an ad agency meeting. The founder of advertising agency Wieden+Kennedy, Dan Wieden credits the inspiration for his “Just Do It” Nike slogan to Gary Gilmore’s last words.
It’s become the soul of Nike and translated in its products, athletes and brand marketing.