What slogan did Nike introduce in 1988?

Nike introduced the slogan “Just Do It” in 1988.

The phrase became the central line of a Nike advertising campaign created by the agency Wieden+Kennedy. It was used across advertisements for different sports and athletes, helping Nike present exercise as an accessible act of personal determination rather than only elite competition.

The slogan is closely associated with Nike’s late-1980s expansion and with advertising that featured well-known athletes alongside ordinary people. Its short imperative made it easy to remember and adaptable to running, basketball, training, and other activities.

The phrase is sometimes incorrectly treated as a slogan that existed from Nike’s earliest years. Nike had already been operating for decades by 1988, but “Just Do It” became the company’s signature advertising line during a major period of growth.