• Adam Morris

JUST DO IT: The Power of Nike's Famous Tagline

Updated: Jun 18, 2019


Nike's famous "Just Do It." tagline, as seen across hundreds of advertisements over the years.

The most powerful way to appeal to a target audience through advertising and marketing is by emotion. If a company can influence a group of people to feel a certain way, they will be much more inclined to purchase from and connect with the brand. One of the world's most notable brands that appeals to its customers' emotions—and ultimately creates tremendous brand loyalty—is Nike. How do they do it? Among sponsoring superstar athletes and placing their iconic swoosh on everything they produce, it's those three simple words that resonate with millions of their customers.


It goes through all our minds


Throughout our lives, we are faced with many decisions to either do something or not do something. As Yoda said, "Do or do not. There is no try." With that being said, every tough decision a person makes involves whether they should do something or not; act or not act. Nike's tagline is so powerful because when our conscious minds present us the choice of doing something or not, if deep down we know that doing it will benefit us (regardless of how uncomfortable it may be), a little voice in our head says...


"Just do it."


It's as if our unconscious knows what's best for us, tells us to suck it up, think of the future, not the present, and execute the task; whatever it may be.


It's a powerful reminder


"I don't want to wake up early and go for a run." Just do it.

"I don't want to start eating healthy." Just do it.

"I don't want to ask him/her out on a date. I'm afraid of being rejected." Just do it.

"I don't want to study." Just do it.

"I don't want to read before bed." Just do it.


These are some common struggles people face each day. With Nike's tagline asserting itself in the mind, a person can focus on their goals. It's best for someone to think of the long-term results caused by "just doing it", rather than any short-term unpleasantness. For instance, waking up early and going for a run may not be as pleasant as sleeping in. However, your future self will thank you as you become more disciplined, healthy, and fit in the process.



Brands have many ways of connecting with their customers. Along with memorable products, design, and advertising, something as simple as a three-word tagline can be a brand's most valuable asset. People choose brands not only based on their product or service, but because of how the brand makes them feel. In Nike's case, it's safe to say that people seek a feeling of empowerment. ▲

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