Nike’s “Just Do It” campaign is a powerful example of how you can use a core message in multiple ways.

The tagline itself is short and sweet, with uplifting and inspiring qualities, and it gets straight to the point. It’s also been used in many different ways over the years, from television commercials to billboards. Including a recent ad that aired during Super Bowl where Paralympian Aimee Mullins runs through New York City streets and jumps over cars on her prosthetic legs as she repeats the phrase.

In addition to using it as a tagline, Nike has used this phrase as the basis for many other campaigns. One campaign was focused on getting people to exercise more regularly. Their slogan at the time was “Get up and go.” This was a play on the first part of their tagline: “just do it.” It also helped them emphasize that they wanted people to live an active lifestyle rather than just sitting around all day watching TV.

Another twist of the message was a Nike advert starring Colin Kaepernick with the text “Believe in something. Even if it means sacrificing everything.” This showed Nikes support to the protests against racial injustice in the US that Kaepernick helped start by kneeling during the pre-game national anthem. Nikes support and adverts is one of the most famous campaigns in recent years. Even if there were a lot of haters (including the president Donald Trump) the campaign was a huge success increasing the brand image, stock increase of 5% and increased sales. 

“Just Do It” has existed since 1988 and it seems like the message will never grow old. Do you have a message that will be just as relevant in 35 years?