It is the name of an American anti-aircraft missile system. It is also the name of Poland’s famous literary award. Above all, it is one of the most depicted image on all Greek coinage and formed the design for the legendary Jules Rimet Trophy, given to the Football World Cup winners till 1970. And, as a footnote, it is also the name of a company run by a knight. A company that lives and breathes just three words - “Just Do it”. The name is Nike, the Greek goddess of victory and the knight is none other than Phil Knight. And the three words have become the most enduring words in modern sports history, thus paying true homage to the mighty goddess.
The genesis of this adrenaline pumping phrase is today part of Nike lore. It was the beginning of the hey days of the health and fitness mania that had gripped US in the late 80s. The age of aerobics was in full swing and Nike was loosing ground fast to arch rival Reebok (derived from the name of an African antelope) which had gone leaps ahead in aerobic footwear. In a meeting of some Nike employees with the company’s ad agency Wieden and Kennedy executives of the agency’s founder, Dan Wieden, impressed by Nike’s can-do culture, suddenly remarked, “You Nike guys, you just do it.” History was about to be created. Wieden got hooked to the words “ Just Do it” and realized that it was not the shoe but the attitude that defined the person wearing it. A person of all ages and both sexes.
Instead of the customary 18-40 age group, the first “Just Do it” spot debuted July 1, 1988 and featured a 80-year-old distance runner Walt Stack. Then came the TV and print ads that used clever lines and catchy music sporting multi-sport athlete Bo Jackson egging on people from every walk of life to ignite their inwardly focused competitor. Nike’s share of the domestic sport-shoe business soared to 43% from a flailing 18% while its sales rose to $ 9.2 billion in ten years by 1998 from the 1988 figure of $ 877 million when Reebock had taken over as the leading sports shoemaker for the first time. Nike spent $300 million on overseas advertising alone. Not just Bo, Nike also featured sporting icons like John McEnroe and Michael Jordon. The eight letters did to the fitness hungry crowd of the 80s and 90s what Beatles had done to the hippies in 1960s. In the end, Nike itself had a renaissance and the slogan became the one of the greatest marketing feats ever achieved in history.
Anchal Gupta
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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The genesis of this adrenaline pumping phrase is today part of Nike lore. It was the beginning of the hey days of the health and fitness mania that had gripped US in the late 80s. The age of aerobics was in full swing and Nike was loosing ground fast to arch rival Reebok (derived from the name of an African antelope) which had gone leaps ahead in aerobic footwear. In a meeting of some Nike employees with the company’s ad agency Wieden and Kennedy executives of the agency’s founder, Dan Wieden, impressed by Nike’s can-do culture, suddenly remarked, “You Nike guys, you just do it.” History was about to be created. Wieden got hooked to the words “ Just Do it” and realized that it was not the shoe but the attitude that defined the person wearing it. A person of all ages and both sexes.
Instead of the customary 18-40 age group, the first “Just Do it” spot debuted July 1, 1988 and featured a 80-year-old distance runner Walt Stack. Then came the TV and print ads that used clever lines and catchy music sporting multi-sport athlete Bo Jackson egging on people from every walk of life to ignite their inwardly focused competitor. Nike’s share of the domestic sport-shoe business soared to 43% from a flailing 18% while its sales rose to $ 9.2 billion in ten years by 1998 from the 1988 figure of $ 877 million when Reebock had taken over as the leading sports shoemaker for the first time. Nike spent $300 million on overseas advertising alone. Not just Bo, Nike also featured sporting icons like John McEnroe and Michael Jordon. The eight letters did to the fitness hungry crowd of the 80s and 90s what Beatles had done to the hippies in 1960s. In the end, Nike itself had a renaissance and the slogan became the one of the greatest marketing feats ever achieved in history.
Anchal Gupta
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
IIPM Related Links
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM fights meltdown, places 2300 students By Education Mail Bureau
Detail of all IIPM branches
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
