Nike - ‘Just Do It’
Introduction
· According to Nike company lore, one of the most famous and easily recognized slogans in advertising history and the business world was coined at a 1988 meeting of Nike’s ad agency Wieden & Kennedy and a group of Nike employees. Dan Wieden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is (advertising) history.
· Nike’s latest ad campaign for the ‘Just Do It’ slogan is called ‘Breath’. The ad occurs around an oval athletic track, with some grass and a half a basketball court in the middle. Notable athletes are basketball stars Kobe Bryant and LeBron James, soccer star Ronaldinho and Wayne Rooney, tennis stars Roger Federer and Rafael Nadal, and many more from different sports such as track & field, martial arts and weightlifting. The ad also employs many people from different races, origins and ethnicities.
· The commercial is reminiscent of the old Nike basketball commercial where the music was done by the beats made by the bouncing of basketballs. This time around, all types of sports references are used to create the new beat for this commercial.
· With its “Just Do It” campaign and strong product, Nike was able to increase its share of the domestic sport-shoe business from 18% to 43%, from $877 million in worldwide sales to $9.2 billion in the 10 years between 1988 and 1998.
Nike spent $300 million on overseas advertising alone; most of it centered around the “Just Do It” campaign. The success of the campaign is that much more remarkable when one considers that an estimated 80% of the sneakers sold in the U.S. are never used for the activities for which they have been designed.
· A proactive campaign to bring some attention back to Nike.

Campaign Goal
· Create some media attention for Nike.

Research
· Target audiences were fans of the sports represented, Nike fans, general sporting goods fans.
· Nike cashed in on the jogging/fitness craze of the mid 1980s, during which its ‘Just Do It” campaign expanded to attract the female and teenage consumer, in addition to the stalwart 18-40 year-old male consumer.
· The “Just Do It” campaign was not only about sneakers but about Nike’s own renaissance. No longer content to be the choice running shoe of a few thousand marathoners and exercise nuts, Nike wanted to expand its operation to target every American, regardless of age, gender or physical-fitness level. “Just Do It” succeeded in that it convinced Americans that wearing Nikes for every part of your life was smart (the shoes are designed for comfort) and hip (everyone else is wearing them; you too can belong to this group.) Nike took its own advice and ‘Just Did It.”
· A qualitative campaign was the objective, as the goal was to create some media buzz, therefore, Nike needed star players to grab the attention.
· Appropriate considering the objectives and campaign goal.
· Strengths: star players, no conversation, all focused on sound and action. Brand management as consumers are willing to pay more for a brand that they judge to be of superior in quality, style and reliability.
· Weaknesses: complicate set and more athletes in motion leads to a much less interesting commercial. A case of more is less.

Objectives
· Create some media attention for Nike.
· Output objectives – Nike is already a world-recognized brand, therefore, no need to be an impact campaign.
· Attitudinal + behavioral objectives
· Adequate but I don’t think the message was properly conducted/conveyed due to the ‘messiness’ of the ad.

Programming
· Phil Knight, founder and CEO of Nike, immersed his company and ads with the idea of the intense, inwardly focused competitor. The ads rarely focused on the product itself, but on the person wearing the product. Heroes and hero worship thrive on Nike commercials.
· The “Just Do It” campaign seemed to capture the corporate philosophy of grit, determination and passion. In a word, Nike is cool.
· Tapped into the fitness craze.
· Makes (forces) people into exercising, and exercising in Nikes.
· “Just Do It” campaign reinforces in consumers that the brand they picked, Nike, was a quality brand as so many star athletes choose to exercise and play professional sports in them.
· Celebrity endorsements appeal to the consumers’ sense of belonging and hipness, as Nike became a self-fulfilling image prediction: if you want to be hip, wear Nike; if you are hip, you’re probably already wearing Nike. The “Just Do It” campaign was able to turn sweaty, pain-ridden, time consuming exercise in Nike sneakers into something sexy and exciting. Perhaps most importantly, even those who were not in fact exercising in Nikes (vast majority) still wanted to own them.
· Nike focused on the feeling and image conveyed by the fitness culture, Nike was able to attract those who wanted the image without experiencing the pain.
· Short, very simple but messy. Too many things going on.
· Might resonate due to the heroes but that’s all the ad has going on.
· Controlled media was conducted by Nike and its advertising agency, Wieden + Kennedy, through TV spots, as well as on the web through the Nike website and YouTube and Google video. Uncontrolled media – found some example where people briefly commented on it through their blogs but not much information.
· Difficult to get the same message across without using TV or online videos as you don’t get the same feel with the sounds and movements.
· No publics were involved, and it wouldn’t have been appropriate as the theme is through the heroes and hero worshipping.
· Ethos appeal – Nike world-renowned company as well as Pathos due to the hero worshipping.

Evaluation
· The ads made starting an exercise regime seem like a necessity, and the way to start exercising was to buy Nike merchandise.
· More importantly, by owning Nikes you were instantly a member of a desirable group. The campaign was easily identifiable, to the point where Nike don’t even have to bother placing the word “Nike” in the commercial-as the swoosh was sufficient as well as the “Just Do It” slogan, making Nike stay true to their message.

Overall Comments
· Using heroes (sports stars) is a bankable way of attracting consumers to your brand, and helping in making the consumer make the step to making a purchase.
· Changing perception to make people feel that they need to belong in the Nike wearing group.
· Make people feel like they need to exercise and that sporting Nike merchandise will boost your performance.
· Tap into a craze – fitness.
· Effective in reassuring consumers that Nike is a reliable brand due to sporting stars using the brands products.