SBD/August 21, 2013/Marketing and Sponsorship

Nike Launching Ad Campaign To Mark 25th Anniversary Of "Just Do It" Slogan

Nike will mark the 25th anniversary of its "Just Do It" slogan tomorrow by launching an ad campaign entitled "Possibilities," highlighted by a 90-second commercial "featuring LeBron James and Serena Williams and narrated by actor Bradley Cooper," according to Jeffrey Martin of USA TODAY. The slogan is the type companies "hope for -- a quick line that becomes so well-known it works its way into pop culture." Sports Business Group President David Carter said, "It resonated far beyond what anybody could have expected." Nike, "for the first time, is using #justdoit on its social media channels." Yet the "ubiquitous tagline, which has thrived on being open to interpretation, has endured even as others have tried to come up with their own memorable slogans" (USA TODAY, 8/21). In London, Bianca London notes Cooper starts off the commercial by saying, "If you can run a mile, run a race, run a marathon, outrun a movie star..." The commercial then switches to "snapshots of regular people challenging the acclaimed athletes in sporting feats." Actor Chris Pine in one shot can be "seen running against a fan on the street with action movie explosions in the background, while in another sequence a high school student faces boxing sensation Andre Ward in the ring." The camera then "switches to an everyday table tennis player" who faces Williams in the U.S. Open. An amateur soccer player also is "seen being set up for a goal" by La Liga club FC Barcelona D Gerard Pique. James in the commercial "takes on a basketball fan and beats him with an almighty dunk" (London DAILY MAIL, 8/21).

SO OVER YOU: In N.Y., David Knowles reported U.S. pole vaulter Brad Walker has "begun selling every single item of Nike clothing he owns on eBay after the company abruptly halted sponsorship negotiations with the athlete because he taped over their iconic swoosh logo during an international competition." Walker said that the tape "was not a jab at Nike, but a means of keeping the shoes on his feet at last week’s world track and field championships in Moscow" (, 8/19).
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