As an advertising and public relations student, I’m always fascinated by the impact of major marketing campaigns and the strategies behind them. A brand’s catchphrase can make or break its identity, often defining how it connects with its audience. One of the most powerful and enduring examples of this is Nike’s “Just Do It” campaign.

By the late 1980s, Nike was a big name in athletic shoes but was facing competition, particularly from Reebok, which was gaining ground in the fitness market. Nike needed a bold message that would resonate with a wider audience, not just elite athletes.

Dan Wieden, co-founder of the advertising agency Wieden + Kennedy, was tasked with creating this message. In an interview with Design Indaba, Wieden explained that the inspiration for the slogan came from an unusual source: the final words of convicted murderer Gary Gilmore. Before his execution, Gilmore reportedly said, “You know, let’s do it.”

“I remember when I read that I was like, that’s amazing,” Wieden recalled. “I mean, how, in the face of that much uncertainty, do you push through that?” He tweaked the phrase to “Just Do It,” and it became Nike’s new mantra.

Nike's genius wasn’t in just marketing to the best athletes. “Just Do It” made their brand approachable to everyone—whether you’re running marathons or just trying to get off the couch. The phrase became a call to action for anyone with a goal, no matter how big or small.

The reason “Just Do It” works is its simplicity. It cuts through the noise. It’s not about perfection, over-preparation, or waiting for the right time. It’s about getting up and getting started. That directness is what makes it resonate so strongly with so many people.

The first "Just Do It" campaign launched in 1988 and featured 80-year-old marathoner Walt Stack, who ran every day across the Golden Gate Bridge. This wasn't an ad aimed at professional athletes; it was for everyday people. And it worked. Nike became more than a brand for elite performers—it became a brand for anyone with the drive to get moving.

Decades later, “Just Do It” hasn’t lost its impact. Nike’s tagline works because it taps into something we all experience—the hesitation before starting something difficult. “Just Do It” reminds us that the hardest part is often just getting started.