Lobo Digital Logo

LOBO DIGITAL

Nike’s Just Do It Marketing Campaign – Case Study

Share This Post

Nike is an American multinational corporation that designs, develops, and sells athletic footwear, apparel, and accessories. The company was founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight, and it officially became Nike in 1971. Nike’s ‘Just Do It’ campaign is one of the most successful advertising campaigns of all time, and it has helped to make Nike one of the most recognized and valuable brands in the world.

The Just Do It Marketing Campaign:

The ‘Just Do It’ campaign was launched by Nike in 1988. The campaign was created by the advertising agency Wieden Kennedy, and it was designed to motivate and inspire people to get active and pursue their dreams. The campaign featured a series of ads that showcased athletes from different sports, including running, basketball, and tennis, as well as regular people who were inspired by these athletes.

The campaign was built around the slogan “Just Do It,” which became one of the most recognizable taglines in advertising history. The ads featured a simple black and white image of an athlete, along with the Nike logo and the words “Just Do It.” The ads were designed to be inspirational and motivational, and they encouraged people to act and pursue their dreams.

Advantages and Success of Nike’s Just Do It Marketing Campaign:

One of the advantages of the ‘Just Do It’ campaign was its simplicity. The ads were simple and straightforward, and they resonated with people who were looking for inspiration and motivation. The campaign also appealed to a wide audience, from professional athletes to everyday people who were just starting to get active.

The campaign was a huge success, and it helped to make Nike one of the most recognizable and valuable brands in the world. According to Forbes, Nike’s brand value increased from $3 billion in 1988 to $32.4 billion in 2020. The ‘Just Do It’ campaign played a significant role in this growth, as it helped to create a strong emotional connection between Nike and its customers.

  • According to Statista, Nike’s revenue in 1988, the year the ‘Just Do It’ campaign launched, was $2.49 billion. By 2021, Nike’s revenue had increased to $44.5 billion.
  • In the year following the launch of the ‘Just Do It’ campaign, Nike’s sales increased by 50%.
  • The ‘Just Do It’ campaign has been credited with helping Nike capture a larger share of the running shoe market. According to a 1991 New York Times article, Nike’s share of the market increased from 18% to 43% in the two years following the launch of the campaign.
  • In 2018, Nike’s sales increased by 10% following the controversial ‘Believe in something. Even if it means sacrificing everything.’ campaign featuring Colin Kaepernick.
  • As of 2021, Nike is the world’s most valuable apparel brand, with a brand value of $32.4 billion according to Forbes.

These statistics illustrate the significant impact that the ‘Just Do It’ campaign has had on Nike’s revenue and market share over the years. The campaign has helped to establish Nike as a leader in the athletic apparel industry and has contributed to the company’s ongoing success.

Celebrities Involved in Nike’s Just Do It Marketing Campaign:

The ‘Just Do It’ campaign featured several famous athletes and celebrities over the years. Some of the most notable include:

Michael Jordan: The basketball superstar appeared in numerous Nike ads throughout the 90s, including the iconic ‘Be Like Mike’ campaign.

Bo Jackson: The multi-sport athlete starred in several Nike ads, including the memorable ‘Bo Knows’ campaign.

Serena Williams: The tennis star has been a Nike ambassador since 2003, and she has appeared in numerous ads for the brand.

Colin Kaepernick: The former NFL quarterback appeared in a controversial Nike ad in 2018, which featured the tagline “Believe in something. Even if it means sacrificing everything.”

Conclusion:

The ‘Just Do It’ campaign is one of the most successful advertising campaigns of all time, and it has helped to make Nike one of the most valuable brands in the world. The campaign’s simplicity, wide appeal, and emotional connection with customers were all key factors in its success. Since the launch of the campaign, Nike has continued to evolve and adapt its marketing strategies, but the ‘Just Do It’ campaign remains a cornerstone of the brand’s identity and values.

Subscribe To Our Newsletter

Get updates and learn from the best

More To Explore

Do You Want To Boost Your Business?

drop us a line and keep in touch