35 years of inspiration: A look back at Nike's Iconic "Just Do It" tagline
The tagline is still one of the most versatile marketing techniques for creating awareness about a product, brand, or service.
Used in B2B and B2C marketing, the best catchphrases or slogans associated with a company, product, or brand convey its main message or purpose memorably and concisely.
Famous taglines like "Just Do It" (Nike), "Think Different" (Apple), and "I'm Lovin' It" (McDonald’s) are nearly timeless in their appeal, and despite their age, those three still show up on most lists of the best taglines ever written.
But it is Nike's "Just Do It" tagline that remains arguably the most famous and successful advertising slogan of all time.
Nike debuted the"Just Do It" in a television commercial during the 1988 Summer Olympics. The commercial featured 80-year-old Walt Stack, a runner from San Francisco, running across the Golden Gate Bridge.
The slogan was intended to be a simple and powerful call to action, encouraging people to take action and achieve their goals. An instant success and has been used in various forms of advertising, including print, television, and online, ever since.
What is it that makes Nike's tagline so special? There are six key ingredients to its enduring success.
Memorable and straightforward: The phrase "Just Do It" is short, easy to understand, and easy to remember, making it a compelling and memorable tagline.
Motivational: It motivates people to take action and achieve their goals, consistent with Nike's brand identity as a company that makes athletic wear and equipment.
Versatile: It can be applied to various activities and sports, making it relevant to consumers.
Consistent with the brand's image: The tagline reflects Nike's image as a brand that stands for energy, action, and self-empowerment and aligns with its core values and message.
Still in use: First introduced in 1988, it continues to be used in Nike's advertising campaigns, making it synonymous with the brand.
Associated with Michael Jordan: It's hard to overlook its association with Michael Jordan, one of the most famous and successful NBA basketball players of all time.
The best of the best from the recent past
In honor of Nike's "Just Do It" tagline turning 35 years old this year, we wanted to explore ten of our favorite taglines from the recent past.
10. "Ignite the Human Spirit" On Running
9. "Together We Ride" Rapha
8. "Where Work Happens" Slack
7. "Broadcast Yourself" YouTube
6. "Back on Top of the World" Nepal Tourism
5. "Defining Possible" Northrop Grumman
4. "Belong Anywhere" Airbnb
3. "Difference Makes Us" Etsy
2. "Buy Less Stuff" Rent the Runway
1. "Murder Your Thirst" Liquid Death
10. "Ignite the Human Spirit" On Running
The tagline for On Running, a shoe company partly owned by tennis great Roger Federer that designs and manufactures high-performance running shoes, demonstrates the brand's commitment to inspiring and empowering runners to push their limits and achieve their goals.
9. "Together We Ride" Rapha
Rapha is a niche brand that designs and sells clothing and accessories for road cycling. The tagline conveys the brand's commitment to building a community of passionate cyclists who support and encourage one another.
8. "Where Work Happens" Slack
Slack, which provides a communication platform for teams tagline communicates the product's ability to bring people together in one place where they can chat, share files and collaborate.
7. "Broadcast Yourself" YouTube
The Alphabet-owned global video-sharing platform's tagline emphasizes its ability to provide a platform where users can share their videos with the world and create their brand or channel.
6. "Back on Top of the World" Nepal Tourism
Tagline used by the Nepal Tourism Board, the official government organization responsible for promoting tourism in Nepal, emphasizes Nepal's natural beauty, adventure opportunities, and cultural heritage and positions Nepal as a world-class destination.
5. "Defining Possible" Northrop Grumman
This tagline is for Northrop Grumman, a global aerospace and defense technology company. It emphasizes the company's commitment to innovation and pushing the boundaries of what is possible in aerospace and defense.
4. "Belong Anywhere" Airbnb
The short-term rental and lodging marketplace's tagline emphasizes the brand's commitment to providing a welcoming and inclusive travel experience where everyone can feel like they belong.
3. "Difference Makes Us" Etsy
The online marketplace for handmade and vintage goods' tagline emphasizes the brand's commitment to supporting independent creators and small businesses and the unique and diverse products available on the platform.
2. "Buy Less Stuff" Rent the Runway
This tagline is for a company that rents designer clothing and accessories for special occasions. The slogan emphasizes the brand's commitment to sustainability and reducing consumer waste by allowing customers to rent items rather than purchase them.
1. "Murder Your Thirst" Liquid Death
This infamous brand of canned mountain water's tagline shows its commitment to providing a refreshing alternative to sugary drinks, and it's also a play on words that makes the brand stand out and memorable.
Writing a breakthrough tagline
When tasked with writing a tagline for a brand, service, company, or campaign, we recommend that you keep the following in mind:
Keep it short and memorable: A good tagline should be easy to remember and repeat.
Make it clear and specific: A tagline should clearly and precisely communicate the key benefit or value of the product or service it represents.
Use strong action words: A tagline should use strong, active words that create a sense of urgency or excitement.
Be unique: A tagline should stand out from the competition and be distinct from other slogans in the same industry.
Reflect the brand's personality: A tagline should accurately reflect the personality and tone of the brand it represents.
Be consistent with brand messaging: A tagline should be compatible with the overall messaging and positioning of the brand.
Test it: A tagline should be tested to ensure it resonates with the target audience and effectively communicates the desired message.
A great tagline is not just a pithy slogan. It should embody the brand's core identity and values across different mediums over time.
