The Nike story is built on unlocking possibilities. The voice of our brand provides countless ways to inspire with the motivation to achieve their potential. Whether it’s There Is No Finish Line first delivered in the 1980’s, or Find Your Greatness of the 2000’s, we’re constantly listening to athletes and reflecting their aspirations through these universally powerful statements. While they stand alone in their strength, they collectively ring true to our DNA and also allow for personal interpretation of the meaning to meet any athlete's need in either the moment or over the long run. Each message is an invitation to take action and capture the full continuum of the physical and emotional benefits of sports and fitness.
It’s been hailed as one of the most memorable, effective advertising slogans in history and repeated countless times as a mantra, an admonishment to stop talking, thinking, or procrastinating …and Just Do it. Three words recognized instantly as both aspirational and game-changing. While the 1987 launch of the first JDI campaign could not have predicted its impact, the intuitively understood tag line filled with equal parts honesty and attitude has become the fuel for a global community of athletes. The simplicity of the statement captured the power in the act of choosing to make the first step—whether you’re going to take the final shot of a championship game with the eyes of the world watching, or getting out for a 6am run with not a sole in sight. Over time, the sentiment has become the mantra to motivate and inspire athletes around the world and continues to embody the Nike spirit that inspires us to take action.
Just Do It has been an iconic call to action in sport for decades. As sport continues to become a daily habit around the world, the bold and simple statement has also become a mantra transcending sport. The timeless power of the line and its unwavering relatability allow it to be an ongoing source of self-expression for artists and designers as they bring new meaning to the story that is JDI.
