Nike’s Just Do It Campaign: How It Helped the Company Grow and Attract Teenage Consumers

Nike Just Do It

Nike is a huge company. Nike just do it campaigns and their commercials are well known throughout the sports community. Nike developed their name and company very well. Nike invests almost all their time on the commercials and their products so they can make the best quality. The Nike just do it campaign started in 1988 in an agency meeting. The just do it campaign allowed Nike to increase its profit from 18% to 43%. The creator of the just do it campaign was Gary Gilmore. When he established this just do it campaign Nike became big. The 80’s was the time when people became well informed of the benefits of exercise.

Nike took advantage of this fitness craziness and introduced this ad that says “Just do it”. The caption of there ad captured the minds and interest of millions of people around the world. Everyone would agree with me that Nike began growing in the 80’s. Almost everywhere you see there’s at least someone with Nike stuff on. The Nike audiences are teenagers and also ages ranging from 18-40 male and female consumers. Teenagers make up Majority of Nike market share. Seeing how I’m a teenager most things I would buy are Nike things. They are stylish, comfortable and it’s a well known brand. Everyone had have used Nike apparel, shoes or anything Nike at least once in there life.

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The Nike just do it campaign values hard work. When I see Kobe or Lebron in a commercial doing hard work with the Nike equipment on it persuades me to go out and buy it. All those teenage athletes are always looking for an edge in their game and thinking that those big name athletes that use Nike products to get better will persuade people to buy theirs products. The Nike just do it campaign persuades people into buying their products. Using commercials and big name athletes makes people buy their products. Nike pertains to most athletes.

Athletes are hard workers, the will to persevere, and that never going to quit type of attitude. When these big name athletes goes on a commercial showing how hard they work with Nike stuff on people tend to want to buy them because these athletes are amazing at what they do. In order to sell their products they pay those big name athletes to advertise their products. The big name stars would be like Kobe Bryant, Lebron James, Roger Federer, Rafael Nadal and Ronaldinho. The ethos for the commercials of the just do it campaign is they use these big name stars that people look up to and respect.

When they use these respected athletes, people tend to buy there products because people would wear whatever the athletes use. When they see pro athletes like Kobe Bryant on the basketball court doing well and they see that he is wearing Nike shoes, they think when they put on those same pair of shoes they will play just like Kobe Bryant. In reality Kobe Bryant didn’t achieve his fame by wearing Nike shoes he achieved his fame by working hard in his basketball skills. The Nike just do it campaign combined with Nike swoosh symbol goes hand in hand. Nike swoosh symbol is culturally engraved to us and their shared meaning goes within our culture. Rhetorically the logo representation communicates with an image that the public wants to know of them, which is a check sign meaning success. Everyone wants to be successful. The Nike swoosh symbol combined with just do it campaign, is visually made to persuade you. The “just do it” line and Nike swoosh are plain and simple symbol but its meaning is deeper and influential.

The “just do it” line tells you don’t think, don’t ask, don’t regret it just do it. It appeals to you to be independent and overcome all obstacles. The just do it campaign by Nike doesn’t use much of logos, pathos, and ethos. It is a strong reliable company. The only logos of Nike just do it campaign would be that they have been around long enough to prove themselves to having really good products.

The Pathos part is when you see Ronaldo kicking and scoring in his nice cleats, which makes people emotionally desire to get those shoes. Showing the audience the shoes they will go out and buy those same types of shoes and play just like Ronaldo. The audience has come to figure out that Ronaldo wears the Nike shoes because there are real comfortable for him to play soccer.

The audience believes that Ronaldo scores many goals because of his Nike shoes. Young kids, adolescence, and also other professional players buy Nike shoes, so they can try to score more goals like Ronaldo. Even when it is not the Nike shoes that scores the goal it is the skill of Ronaldo that score the goal. My ethos view that seeing how Nike shoes or any Nike products worn by an athlete makes me want to go out and buy it. Having that equipment helped me to persevere more and work harder because I see athletes use them and they are amazing are what they do.

The main idea for Nike “just do it campaign” is that their products is the best out there no one can top Nike. Everyone else’s products are not up to par or good enough to the Nike brand. The Nike just do it commercials shows you how reliable these products are. My support
is that they use the big name starts to show how comfortable and satisfied they are with the products. That if a big name star can use it and perform well with it on, then anybody can use the product. People want things that are durable and reliable. Nike just do it campaign emphasizes those values. Giving the consumer confidence to go out and buy those products. The hidden factor of what Nike is doing is that when these athletes wear these items the consumer has the desire to buy those Nike products and your dream of being like that athlete may come true.

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