Nike’s slogan introduced in 1988 is “Just Do It.” The phrase was created for Nike by advertising agency Wieden+Kennedy and became one of the most recognizable slogans in modern advertising.
The campaign’s first television advertisement featured 80-year-old runner Walt Stack. Nike used the slogan to connect its products with motivation, determination, and participation rather than only elite athletic performance.
People sometimes confuse Nike’s slogan with “Impossible Is Nothing,” which belongs to Adidas, or “Think Different,” associated with Apple. Nike has also used other campaign phrases, but “Just Do It” remains its defining brand line.
The slogan helped Nike expand from a running-focused company into a broad sports brand. Its short imperative wording is memorable because it turns an advertising message into a direct call to action.