“Why some ideas spread; Viral marketing”
Nike’s “Just Do It” campaign (1988) became a global viral phenomenon because it combined many elements of a very effective marketing strategy:
The “Just Do It” campaign is one of the most iconic and successful marketing campaigns in history, created by Nike in 1988 by the advertising agency Wieden Kennedy.
The slogan was inspired by the idea of determination and breaking through excuses to achieve goals. At the time, Nike was competing with Reebok, which was dominating the fitness and aerobics market. Nike needed a unifying message to appeal to a broad range of consumers, from professional athletes to everyday people. The campaign helped transform Nike into a global leader in sportswear and lifestyle branding.
Core message: Motivation, empowerment, and action. The phrase “Just Do It” encourages people to overcome doubts, procrastination, and fear—whether in sports or in life. It connects emotionally by being simple, universal, and adaptable. It doesn’t only target athletes; it resonates with anyone striving to achieve something. It embodies Nike’s brand values of performance, determination, and inspiration.
Sales of Nike shoes jumped from $800 million in 1988 to over $9 billion by 1998 after the campaign launched. It became a cultural catchphrase and a motivational mantra beyond advertising. The campaign has been continuously updated with modern contexts, featuring athletes like Michael Jordan, Serena Williams, Colin Kaepernick, and others to align with social, cultural, and inspirational themes.
The slogan “Just Do It” is only 3 words, easy to remember, easy to understand in any language. It is not only applicable to sports but also inspirational for any challenge in life. This commonality helps the message spread quickly, not limited to the group of customers who can act. Nike doesn’t sell shoes; they sell beliefs and the spirit of overcoming personal limits. Instead of focusing on product features, the campaign evokes motivation, aspiration and emotion, making customers feel like they are part of the “Just Do It” spirit.
Nike collaborates with legendary athletes such as Michael Jordan, Serena Williams, Tiger Woods. Fans associate the success of athletes with the Nike brand, creating a global inspirational effect. Nike uses multiple channels: TVC, outdoor advertising, newspapers, sporting events and later social media. Consistent messaging across all channels helps Nike “surround” customer awareness. Nike often incorporates the “Just Do It” message into major social topics: gender equality, anti-racism, freedom of expression. For example, the advertisement with Colin Kaepernick (2018) caused controversy but created a strong viral effect.
Yeung, N.A. (2023). The Nike ‘Just Do It’ Slogan: Origin, Meaning, and Impact. Profolus. https://www.profolus.com/topics/the-nike-just-do-it-slogan-origin-meaning-and-impact/.