The 1988 campaign that made “Just Do It” the defining slogan of Nike’s global advertising was “Just Do It.”
The slogan was created by advertising executive Dan Wieden for the agency Wieden+Kennedy. Nike introduced it in 1988, and the phrase quickly became associated with running, training and athletic determination. Its wording was deliberately broad, allowing the brand to address professional athletes, casual exercisers and people beginning a new fitness routine.
Nike paired the slogan with athletes and ordinary people, making the message feel both aspirational and accessible. This helped the campaign support many different products without being limited to one sport or performance claim.
The line is sometimes attributed to a famous athlete or mistaken for a quotation from a sporting event. It was advertising copy, not a historic sports statement. Its lasting influence came from turning a short imperative into a flexible global brand message.