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THIRTY
YEARS OF
JUST DO
IT.
Way back in the 80s, a slogan was created that was set to become one of the most iconic branding taglines of all time. And, this year we’re celebrating 30 years of it. When “Just Do It” was coined for Nike by Dan Wieden of Wieden+Kennedy agency in 1988, little did they know that it would stop the company from sinking. It may be hard to believe now, but at that time the struggle was real for Nike. However, over the course of the next decade of the slogan being created, Nike's sales increased by one thousand percent. While brainstorming ideas for the slogan, Wieden took inspiration from an unlikely source, double-murderer Garry Gilmore and his infamous last words, “Let’s do it,” while he was on death row. As you can imagine this didn’t go down too well with Nike CEO Phil Knight, but Wieden said “just trust me on this one.” And they never looked back. Brimming with attitude and capturing the determination of fitness enthusiasts and sports stars around the globe, the no-nonsense call to action that people instantly associate with Nike’s apparel and accessories works as a bold statement that inspires and motivates athletes to achieve their goals. And from there, it’s led to the brand being worn as a fashion statement.
“ Wieden took inspiration from an unlikely source, double-murderer Garry Gilmore ”
To celebrate 30 years of JDI, Nike have put together a pack that’s just as bold as their slogan. Releasing various classic silhouettes such as the Air Force 1 and Air Max 95, the pack updates each silo with “Just Do It” branding across the upper, in addition to randomly placed logos and patches to further cement the celebration.
“ Nike sales increased by one thousand percent ”
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