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NIKE WANTS ITALIANS TO JUST DO IT
Published May 22, 1995
Nike has launched a sports magazine to "define the concept behind 'Just Do It' to Italians," according to M.H. Moore in the current ADWEEK. A million copies of the 28-page magazine were distributed in Italy through the newspaper Via La Republica, with the first issue covering a "range of sports and features local and international athletes." Nike and ad agency Weiden & Kennedy have launched a series of eight TV ads in Italy focusing on the "Just Do It" slogan. Guy Haward, a Nike account dir at W&K in Amsterdam: "We've been trying to explain what 'Just Do It' means. ... We hope it will give the consumer an attitude that they can buy into" (ADWEEK, 5/15 issue).