Nike introduced the slogan “Just Do It” in 1988. The phrase became one of the most recognizable advertising lines in modern sportswear and was created for a campaign developed by the agency Wieden+Kennedy.
The slogan was designed to connect Nike products with determination, exercise, and personal achievement. It worked across many sports and did not depend on a particular athlete, product, or competition, which helped make it useful internationally.
A common mix-up is assigning the phrase to Adidas or another athletic brand because several sportswear companies use motivational advertising. Nike’s slogan is also distinct from its “Swoosh” logo and from its athlete-centered campaigns, including “Find Your Greatness.”
Nike was founded in Oregon in 1964 as Blue Ribbon Sports and adopted the Nike name in 1971. The company is named after Nike, the ancient Greek goddess of victory.