Nike’s 1988 campaign featuring the slogan “Just Do It” was called “Just Do It.”
The phrase became one of the most recognizable advertising slogans in modern sports marketing. Nike introduced it in 1988 as the company sought to broaden its appeal beyond elite athletes and connect with ordinary people pursuing fitness and personal goals.
The campaign was created by the advertising agency Wieden+Kennedy. Its short imperative wording worked across many sports and activities, allowing Nike to use the same idea in advertisements featuring different athletes and everyday exercisers.
The slogan is sometimes mistakenly treated as an original athletic quotation. Its direct association with Nike began through advertising in 1988. The phrase has since appeared on campaigns, apparel, retail materials, and cultural references worldwide, while remaining separate from Nike’s Swoosh logo and corporate name.