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ManagementBrand PositioningSports & ApparelBeginner1988
Nike: Just Do It
The challenge
By 1987, Nike was losing ground to Reebok, which had overtaken them in sales. Nike was perceived as a niche brand for serious runners, limiting their market. They needed to expand appeal to everyday consumers without alienating their core athletic audience.
The strategy
Nike hired ad agency Wieden+Kennedy. Dan Wieden was inspired by the last words of convicted killer Gary Gilmore — 'Let's do it' — transforming it into 'Just Do It'. The strategy was radical: don't market the shoe, market the feeling of pushing your limits.
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Try the full case free →Key lessons (preview)
- Great marketing sells a feeling, not a product.
- Simplicity beats complexity — 3 words outlasted thousands of campaigns.
- Expand your audience without abandoning your core identity.