What is Nike's famous slogan introduced in 1988?

Nike’s famous slogan introduced in 1988 is “Just Do It.”

The tagline was coined by Dan Wieden, co-founder of the advertising agency Wieden+Kennedy, during work on Nike’s campaign. Wieden said the wording was inspired by the reported last words of Gary Gilmore, “Let’s do it,” although he changed the phrase into the shorter, more direct command that became Nike’s trademark.

The campaign was designed to reach far beyond elite athletes. Its message could apply to professional competitors, casual exercisers, and people simply trying to begin an active routine. That broad positioning helped Nike distinguish itself from rivals such as Reebok, whose advertising at the time focused heavily on the aerobics boom.

A frequent mix-up is confusing Nike’s slogan with other sportswear taglines. “Impossible Is Nothing” belongs to Adidas, while “There Is No Finish Line” has also been used in sporting and motivational contexts but is not Nike’s signature phrase. Nike later marked the slogan’s 30th anniversary with its 2018 “Dream Crazy” campaign featuring Colin Kaepernick.