The History of Nike's Just Do It Slogan and Design Thinking Methods

The History of Nike's Just Do It Slogan and Design Thinking Methods

Nike's iconic slogan, "Just Do It," has become synonymous with the brand's identity and philosophy. However, its beginnings were rather unremarkable. Created in 1987 by advertising agency Wieden + Kennedy, the slogan was intended to accompany Nike's first major television campaign. The campaign featured commercials for various sports and fitness activities, aiming to appeal to hardcore athletes and casual walkers alike.

The inspiration for the slogan came from an unlikely source - the last words of convicted murderer Gary Gilmore. Gilmore's final words, "Let's do it!" before facing the firing squad, somehow resonated deeply within the athletic community and beyond. The slogan captured the spirit of taking action, pushing oneself to the limit, and pursuing one's goals relentlessly. It became a rallying cry for athletes and non-athletes alike, inspiring them to overcome obstacles and achieve greatness.

In 1995, Nike released a TV commercial that further reinforced the message of "Just Do It." The commercial featured girls and young women speaking directly to the camera, confidently pronouncing a series of empowering statements. This advertisement showcased Nike's commitment to empowering women in sports and encouraging them to embrace their athleticism.

Interestingly, Nike does not view "Just Do It" as a mere slogan. Instead, the company sees it as a brand identity and philosophy. Nike believes in inviting people to join them in what they stand for - serving and honoring athletes. The slogan represents their commitment to helping athletes of all levels excel and achieve their goals.

The success of Nike's "Just Do It" slogan can be attributed, in part, to its alignment with design thinking methods. Design thinking is a problem-solving approach that emphasizes empathy, ideation, and iteration. Nike's slogan taps into the emotions and desires of athletes, connecting with their aspirations for greatness. It serves as a constant reminder to push through obstacles and take action, aligning with the empathetic and action-oriented mindset of design thinking.

Incorporating design thinking into your own life can be a powerful tool for personal and professional growth. Here are three actionable advice to apply design thinking principles inspired by Nike's "Just Do It" slogan:

1. Embrace a Growth Mindset: Adopting a growth mindset means believing in your ability to learn, grow, and improve. Instead of being discouraged by failure or setbacks, see them as opportunities for growth. Just as Nike encourages athletes to push their limits, challenge yourself to step out of your comfort zone and embrace new challenges.

2. Empathize with Others: Empathy is a key aspect of design thinking. Take the time to understand the needs, desires, and challenges of the people around you. Whether it's your teammates, clients, or customers, empathizing with their experiences will enable you to create better solutions and build stronger relationships.

3. Take Action: The essence of Nike's slogan is all about taking action. To apply design thinking effectively, you must be willing to experiment, prototype, and iterate. Don't get stuck in analysis paralysis - instead, take the first step towards your goals and be open to refining your approach along the way.

In conclusion, Nike's "Just Do It" slogan has evolved from its humble beginnings to become a powerful brand identity and philosophy. Inspired by the last words of a convicted murderer, the slogan resonated deeply with athletes and non-athletes alike, capturing the spirit of taking action and pursuing greatness. By incorporating design thinking principles into our own lives and embracing a growth mindset, empathizing with others, and taking action, we can unlock our full potential and achieve remarkable results. So, let's "Just Do It" and make a positive impact in our own lives and the world around us.